Baby Carrots: Eat 'Em Like Junk Food
This campaign for baby carrots (created by Crispin Porter + Bogusky) won a Jay Chiat Award for Strategic Excellence. Here’s a link to the case study outlining the business challenge, the strategic solution and baby carrots’ spike in sales as a result of the campaign. Key insights:
1. Baby carrots go to the veggie drawer only to be forgotten. The trick was to get those deliciously snackable baby carrots into a more visible, easily accessible place.
2. Baby carrots have the same qualities as junk food. Neon. Crunchy. Fun to eat by the handful. Instead of trying to convince people that baby carrots are good for you (yaaaaaaaawn), reposition baby carrots as the original junk food – perfect for snacking.
In other words, if you can’t beat ‘em, join ‘em.