Marketing Baby Carrot

Marketing Baby Carrots Like Junk Food Can marketing encourages people to snack on baby carrots as if they were junk food? That’s what California-based Bolthouse Farms has set out to do, with the help of Colorado advertising agency Crispin Porter + Bogusky. Bolthouse CEO Jeff Dunn, a former Coca-Cola marketing executive, remembers thinking that his firm’s baby carrots are “a perfect snack”—low-calorie, inexpensive, good tasting, and nutritious. “But people aren’t eating as much of them as we’d like. So what do we do?” Crispin’s advertising experts told Dunn that baby carrots have a lot in common with junk food. “They’re neon orange, they’re crunchy, they’re dippable, they’re kind of addictive,” said Omid Farhang, the agency’s creative director. Baby carrots may be healthy, but Dunn wanted to avoid messages that discuss nutrition, which he calls “the rational approach.” Instead, the agency aimed to reposition baby carrots by emphasizing their eat-anywhere, bite-size stackability, and associating them with skateboarding and other popular, contemporary activities. “It’s about getting baby carrots into a different category,” says Crispin’s CEO. What baby carrots needed was the right positioning, messages, packaging, and distribution. A new campaign was born. Crispin created a catchy slogan: “Baby carrots: Eat ’em like junk food.” Next, they designed a flashy new bag, much like the packaging that chips come in, with a window so buyers can see that they’re buying fresh vegetables. It set up a Twitter account and YouTube channel to reach out to social-media-savvy consumers, tested three TV commercials, and printed store displays promoting baby carrots as “the original orange doodle.” Also, the agency developed colorful baby carrot vending machines that resemble the machines used to sell chips and other snacks. Finally, it posted engaging online content, marketing baby carrots with fun games and apps. During test-marketing, Bolthouse found that its sales in the test cities were as much as 12 percent higher than its sales in non–test-markets. The vending machines sold as many as 90 snack packs each week, and a number of schools called about putting the machines in cafeteria areas. In short, baby carrot snacks were beginning to catch on. To keep the campaign fresh, Crispin added new online content and designed additional packaging alternatives to catch the eye of shoppers. Meanwhile, Bolthouse experiments with new flavored baby carrots, following the lead of snack marketers that add flavors to their basic chips or pretzels. This variety gives novelty-seekers more options and may even win over snackers who prefer flavored carrots to plain ones. Other vegetables and fruit marketers are paying close attention because the marketing that makes baby carrots appealing as junk food could very well work for apples and other foods. Baby carrots aren’t going to replace every other snack food on the shelf, but sales are growing little by little as more consumers get the message. For example, U.S. consumers buy millions of bags of chips, order millions of pizza slices, and stock up on fizzy soft drinks for Super Bowl Sunday. Lately, however, baby carrots are starting to score: Bolthouse Farms now ships 28 percent more baby carrots during the week leading up to the Super Bowl than in an ordinary week. CASE QUESTIONS  1. Which is likely to be more effective—marketing baby carrots to young consumers or to parents of young consumers? Why?  2. Does the marketing of baby carrots raise any social or temporal dilemmas?  3. Is there a potential “dark side” to marketing baby carrots as junk food?  4. Do you agree with this strategy of marketing baby carrots as junk food instead of as a healthy snack? Explain your answer.

Don't use plagiarized sources. Get Your Custom Essay on
Marketing Baby Carrot
Just from $13/Page
Order Essay
Order a unique copy of this paper
(550 words)

Approximate price: $22

Basic features
  • Free title page and bibliography
  • Unlimited revisions
  • Plagiarism-free guarantee
  • Money-back guarantee
  • 24/7 support
On-demand options
  • Writer’s samples
  • Part-by-part delivery
  • Overnight delivery
  • Copies of used sources
  • Expert Proofreading
Paper format
  • 275 words per page
  • 12 pt Arial/Times New Roman
  • Double line spacing
  • Any citation style (APA, MLA, Chicago/Turabian, Harvard)

Our guarantees

We value our customers and so we ensure that what we do is 100% original..
With us you are guaranteed of quality work done by our qualified experts.Your information and everything that you do with us is kept completely confidential.

Money-back guarantee

You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.

Read more

Zero-plagiarism guarantee

The Product ordered is guaranteed to be original. Orders are checked by the most advanced anti-plagiarism software in the market to assure that the Product is 100% original. The Company has a zero tolerance policy for plagiarism.

Read more

Free-revision policy

The Free Revision policy is a courtesy service that the Company provides to help ensure Customer’s total satisfaction with the completed Order. To receive free revision the Company requires that the Customer provide the request within fourteen (14) days from the first completion date and within a period of thirty (30) days for dissertations.

Read more

Privacy policy

The Company is committed to protect the privacy of the Customer and it will never resell or share any of Customer’s personal information, including credit card data, with any third party. All the online transactions are processed through the secure and reliable online payment systems.

Read more

Fair-cooperation guarantee

By placing an order with us, you agree to the service we provide. We will endear to do all that it takes to deliver a comprehensive paper as per your requirements. We also count on your cooperation to ensure that we deliver on this mandate.

Read more

Calculate the price of your order

550 words
We'll send you the first draft for approval by September 11, 2018 at 10:52 AM
Total price:
$26
The price is based on these factors:
Academic level
Number of pages
Urgency