This is an archived article that was published on sltrib.com in 2010, and information in the article may be outdated. It is provided only for personal research purposes and may not be reprinted.
New York • Baby-carrot farmers are launching a campaign that pitches the little, orange, crunchy snacks as daring, fun and naughty just like junk food.
A group of 50 producers hopes the "Eat 'Em Like Junk Food" effort starting this week will double the $1 billion market in two to three years.
The goal is to get people to think of baby carrots as a brand they can get excited about not just a plain, old vegetable. A website, http://www.babycarrots.com, features metal music and deep male voices chanting "Baby. Carrots. Extreme." On social networking site Twitter, the campaign's account suggests people eat them "like there's no tomorrow [maybe there won't be...]."
"This campaign is about turning baby carrots into a brand," said Jeff Dunn, CEO of Bolthouse Farms, the nation's top baby-carrot producer with 50 percent of the market, and the most to gain if the market grows.
Carrot eaters around the country will get a taste of baby carrots' attempt at attitude with Scarrots next month. The Halloween version of baby carrots will come in spooky packaging and have glow-in-the-dark temporary tattoos.
The marketing campaign by Crispin Porter + Bogusky, known for its edgy advertising, will cost about $25 million.