Baby Carrots: JUNK FOOD PACKAGING

Credits & Description:

Category: ii. Core FMCG

Advertiser: BOLTHOUSE FARMS

Product/Service: BABY CARROTS

Agency: CRISPIN PORTER + BOGUSKY

Date of First Appearance: Sep 4 2010

Entrant Company: CRISPIN PORTER + BOGUSKY, Boulder, USA

Chief Creative Officer: Rob Reilly/Andrew Keller (CP+B)

Group Creative Director: Tiffany Rolfe (CP+B)

Creative Director: Omid Farhang (CP+B)

Art Director: Liz Levy (CP+B)

Copywriter: Omid Farhang/Marc D'Avignon (CP+B)

Designer: Greta Ackerman/Aryanti Ingenillem (CP+B)

Print Producer: Robert Hannau (CP+B)

Digital Artist: Brent Erb/Lucas Svaren/Tyler Gonerka (CP+B)

Digital Effects: Brett Connor/Casey Kerrick/Mike Flynn (CP+B)

Media placement: Junk Food Packaging - Distributed In Grocery Stores In Cincinnati & Syracuse - 4 September 2010



Describe the brief from the client

How do we get baby carrots out of the dreaded veggie drawer and make them top-of-mind for all of us who love to snack?



Describe the challenges and key objectives

We all know that the veggie drawer doesn’t possess the powerful gravitational pull of the snack cupboard. With so many sexier snacking alternatives out there to choose from of the fried, baked, popped and salty, cheese-dusted addictive variety, how do we turn a boring old veggie like baby carrots into an exciting snack of choice?



Describe how you arrived at the final design

Veggie stigma be damned, the truth is baby carrots are poppable, dippable, crunchy, munchy, neon-orange, even addictive; you’d think we were describing a cheese puff here. So if baby carrots look like junk food and crunch like junk food, we figure the only thing missing is the junk-food marketing. Each of the three new baby carrot packages – ‘Extreme,’ ‘Futuristic,’ and ‘Chic’ – represents a satirical interpretation of a modern junk-food marketing approach.



Give some indication of how successful the outcome was in the market

In the three test markets where baby carrots junk-food packaging were exclusively available, they sold out in a matter of days. The packaging became the driving symbol of the “Eat ‘em like junk food” campaign that garnered over 500 million media impressions across the world, covered by publications and news outlets, including the Associated Press, USA Today, CNN, Fox News, NPR, Huffington Post, Washington Post and New York Times.