“A Bunch of Carrot Farmers” at Bolthouse Farms has launched a $25 million marketing campaign to rebrand baby carrots as junk food — “now in chic junk food packaging.”
Will American kids buy it? All-carrot vending machines have been installed at two high schools in the campaign’s initial media markets — Greater Cincinnati, Ohio, and Syracuse, NY.
While $25 million, including creative and production, might not stretch far beyond Cincinnati and Syracuse, there’s an obvious expectation that the campaign will go viral.
Check it out: