Will positioning carrots as junk food be effective?

9/9/10

After two decades of growth, pre-packaged convenience veggie sales are slowing. In an effort to jump start sales of baby carrots, an alliance of farmers got together $25 million and hired Crispin Porter & Bogusky to create a campaign. They decided to skip the obvious healthy message, and instead position carrots as a cooler snack than chips, using the tagline: “Eat ‘Em Like Junk Food.” (Lukovitz, 2010)

Providing context in a comparative format is an interesting approach that just might prove to be more compelling. And given that potato chip sales surged in 2008 and 2009, consistent with the trend toward replacing meals with snacks – a much needed way to shift consumers to healthier snacks. (Jargon, 2010)

What do you think? Will you substitute carrots the next time you reach for the chips?

Lukovitz, K. (2010, September 7). Selling Baby Carrots As The Perfect ‘Junk Food’. mediapost.com. Retrieved September 8, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=135289&nid=118329

Jargon, J. (2010, September 8, 2010). How Lunchtime Is Turning Into Snack Time. Wall Street Journal. pD3.