Have you heard of the new & hip baby carrot campaign "brought to you by a bunch of carrot farmers?" They're trying to get Americans to eat 'em like junk food and are starting with new packaging, mimicking the likes of Doritos and Cheetos, a rock-n-roll website and several clever advertisements.
"It's not an anti-junk-food campaign," says Jeff Dunn, Bolthouse Farms CEO and a former North America president at Coca-Cola. "It takes a page out of junk food's playbook and applies it to baby carrots." (source)
This $25 million dollar effort plans to show itself in school vending machines. I really like that part.
Do you think it will work?