Нестандартная реклама "Junk food packaging", бренд: Baby Carrots, агентство: Crispin Porter & Bogusky
Название: Junk food packaging
Агентство: Crispin Porter & Bogusky
Рекламодатель: Bolthouse Farms
Бренд: Baby Carrots
Страна: США
Сектор бизнеса: Фрукты и овощи
Год выхода: 2011
Вид рекламы: Нестандартная реклама
| Name | Company | Position |
| Rob Reilly, Andrew Keller | CP+B | Chief Creative Officers |
| Tiffany Rolfe | CP+B | Group Creative Director |
| Omid Farhang | CP+B | Creative Director |
| Liz Levy | CP+B | Art Director |
| Omid Farhang, Marc D`Avignon | CP+B | Copywriters |
| Greta Ackerman, Aryanti Ingenillem | CP+B | Designers |
| Robert Hannau | CP+B | Print Producer |
| Brent Erb, Lucas Svaren, Tyler Gonerka | CP+B | Digital Artists |
| Brett Connor, Casey Kerrick, Mike Flynn | CP+B | DFX |
Describe the brief from the client: Americans hate veggies. Americans love junk food. No matter how much you remind people that veggies are healthy, they`re left to rot in the refrigerator crisper. Bolthouse Farms, the leading grower of carrots in the U.S., needed a way to get carrots out of the veggie drawer and get people crunching on them with as much gusto as their favorite junk-food snacks. And since carrots are already crunchy, munchy and neon orange like so many infamous junky snacks, we figured the only thing missing was the junk-food packaging.
Describe how the promotion developed from concept to implementation: We turned junk food`s over-the-top marketing tactics against them. In September 2010, we re-launched baby carrots in junk-food packaging. Three differently styled bags hit shelves-extreme, chic and futuristic. Each package featured its own satirical junk-food-style commercial. And then, we went straight for junk food`s turf by placing customized ‘Eat ‘Em Like Junk Food` vending machines in high schools, right next to their new junk-food competitors.
Describe the success of the promotion with both client and consumer including some quantifiable results: Despite baby carrot junk-food packaging running for just a single month in two test markets, the packaging has earned more than 740 million media impressions internationally to date. It`s been featured in the New York Times, CNN, USA Today, the Associated Press, the Huffington Post and Saturday Night Live. But more importantly, people everywhere are now eating `em like junk food. We believe as long as people are eating healthier, there`s no wrong way to do it.
Explain why the method of promotion was most relevant to the product or service: Carrots were already poppable, dippable, crunchy, munchy, neon-orangey and even addictive. Really, all that was missing was the junk-food marketing. The Eat ‘Em Like Junk Food packaging disrupted the predictable American discourse on healthy snacking and finally put a boring old veggie on the offense.
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