Baby Carrots: VENDING MACHINE

Credits & Description:

Category: Best Use of Ambient Media: Large Scale

Advertiser: BOLTHOUSE FARMS

Product/Service: BABY CARROTS

Agency: CRISPIN PORTER + BOGUSKY

Date of First Appearance: Sep 1 2010

Entrant Company: CRISPIN PORTER + BOGUSKY, Boulder, USA

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

Group Creative Director: Tiffany Rolfe (CP+B)

Creative Director: Omid Farhang (CP+B)

Art Directors: Liz Levy/Meghan DeRoma (CP+B)

Copywriters: Marc D'Avignon/Katy Graham (CP+B)

Print Producer: Robert Hannau (CP+B)

Outeractive Producer: Andrew Barnett (CP+B)

Junior Outeractive Producer: Daniel Coleman (CP+B)

Director of Message Planning & Analytics: Bryant King (CP+B)

Group Media Directors: Todd Alchin/Lauren Barger (CP+B)

Media Supervisor: Becky Pangman (CP+B)

Media placement: OOH/Ambient Media - High Schools - 17 September 2010



Insights, Strategy & the Idea

If you’re going to take on junk food, you have to be willing to fight on their turf. So what better place to challenge snacking behaviour than at vending machines?



Creative Execution

“Eat ‘em like junk food” branded baby carrot vending machines were installed in two high schools, alongside the usual old vending machines that spit out chips and candy. Our refrigerated machines featured all three junk-food-style packages — extreme, chic and futuristic. At 50 cents per bag, baby carrots provided stiff competition to their neon orange, junk- food counterparts in the adjacent machines. The only problem was keeping them stocked — students sold out every baby carrot vending machine on the first day.



Results and Effectiveness

Baby carrot vending machines generated nearly 63 million media impressions, including local and national news outlets, NPR, New York Times and Fox News. The machines also became the subject of segments on several comedy shows such as Saturday Night Live.



The tremendous response to the vending machines prompted Bolthouse Farms to devote a team to the production, placement, and facilitation of an entire fleet of baby carrot vending machines across the country.