When I hear the words baby carrots I think of a healthy snack or food a rabbit would eat. I have never associated baby carrots with football or humor. Well Bolthouse Farms, in conjunction with the growers alliance ‘A Bunch of Carrot Farmers’, are trying to reposition how baby carrots are viewed by consumers. This alliance has decided to promote baby carrots as a snack that is convenient by using packaging that playfully mocks other snack food marketing tactics. The campaign “eat ’em like junk food” has put humor and energy into this marketing strategy. If you read our blog post from September 29th, 2010, you will see how this has started and grown.
Since we have entered football playoff season, the campaign has been taken one step further. They have created football themed packaging that will capitalize on the enthusiasm and excitement of the playoffs and the idea that snacking is a popular thing to do while watching the games. The goal is to encourage consumers to give up eating regular junk food and eat healthier foods.
So when you start to plan your playoff and super bowl parties, keep your eyes open for the clever football themed packaging.