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 next week will double the $1 billion market in two or 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, 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. “We think ultimately long-term here we’re going to turn it into a very vital brand in the mind of consumers.”
The plan begins in Cincinnati and Syracuse, N.Y., and will take at least a year to go national.