Emulating traditional junk food marketing tactics, A Bunch of Carrot Farmers, led by Bolthouse Farms, launched the “Eat ‘Em like Junk Food” campaign to rebrand baby carrots this past summer, with new packaging, television spots, social media and playfully confrontational billboards.
The innovative campaign goes national this month with the launch of Scarrots, Halloween-themed carrots in packaging that is similar to Trick-or-Treat packs. One master Scarrot bag contains 25 single-serve, 1.7oz pouches in three spooky designs-carrot-shaped witches, bats or Frankenstein. Each bag also has 25 temporary glow-in-the-dark tattoos.
Launch
October 2010
Package design
CP + B,www.cpbgroup.com
