Crispin Porter + Bogusky have recently created a campaign to promote ‘Baby Carrots’. An industry apparently worth $1 billion.
To make carrots more exciting, CP + B’s idea was to portray them as junk food and use the same marketing techniques.
The campaign kicked off with baby carrots packaged to look like Doritos, which will be sold in vending machines. Alongside this they released a series of TV ads parodying traditional junk food scenarios. See them here
As well as this, they built the first ever video game powered by the sound of crunching carrots, ‘Krunch Cart’.
Lol and I absolutely love this campaign. I will be fascinated to see whether it does actually encourage kids to eat more carrots. There’s a part of me that wonders if it’s a bit sad that we have to resort to extreme sports, video games and lurid orange colour schemes just to make kids eat healthily? But if it works, why not I suppose?