Often, the most scary part of Halloween isn’t the costumes or the pranks, but the treats. We’ve all seen the baskets of candy kids come home with after a night of trick-or-treating. Now a group of farmers, appropriately titled A Bunch of Carrot Farmers, has come up with a new plan to help kids make a healthier choice.
Late this past summer, the group began a campaign entitled “Eat ‘Em Like Junk Food” to get kids to eat more carrots by borrowing the sales tactics of junk foods. The branding program included packaged baby carrots in potato chip-sized bags and selling them in brightly colored refrigerated vending machines, using vibrant billboards and flashy commercials. The campaign even featured a carrot-crunch-powered iPhone and iPod Touch game, “Xtreme Xrunch Kart,” available as a free download at the iTunes store.
To date, the campaign, which challenges the establishment’s dominance over snacking culture, has been a wild success. Now they are looking to add to the success by creating “Scarrots”. Scarrots are 1.7 ounce single-serve bags of baby carrots, offered in a master bag containing 25 servings in 3 unique designs. Also included is a sealed pouch containing 25 temporary glow-in-the-dark tattoos of masquerading baby carrot characters.
“We’ve been blown away by the response to this campaign,” said Jeff Dunn, chief executive officer, Bolthouse Farms. “We’ve captured the attention of everyone from USA Today to the New York Times, all the major networks — we were even cited in the season premiere of Saturday Night Live. We’ve learned that is there’s a huge groundswell of support behind our effort to brand Baby Carrots as the ultimate junk food and we’re excited to offer snackers of all kinds a new Halloween treat.”
October 14th, 2010