US: New ad campaign for baby carrots targets junk food market
Dunn, who visualizes a lifestyle where baby carrots will be as popular as junk food said, "we've got a perfect snack. Thirty-five calories. Affordable. Great health. Tastes great. But people aren't eating as much of them as we'd like. So what do we do?"
An old hand at junk food marketing, Dunn was among the top marketing executives at Coca Cola for 20 years, before he took over at Bolthouse Farms.
He continues, "Because junk and fast-food marketing has done a tremendous job of creating interest, innovation and energy around their products. So why can't we bring that same energy to something that's good for you?"
The carrots were tested last year in trial campaigns aimed at children, with advertisements featuring popular themes such as vampires and sports.
For over 95 years, Bolthouse Farms has been producing the best natural foods for customers. What began as a simple carrot farming business has emerged into an innovative company in the food industry with a full range of healthy, all natural and delicious products including juices, smoothies, protein drinks and salad dressings.
Source: www.ibtimes.com