In the US a group of carrot growers have gathered forces and joined with the ad world to make baby carrots the ultimate snack. Taking the junk food market head on, the campaign’s cleverness is that it challenges the market with its very own tricks. Rejecting any kind of health-food didactic approach, carrots are made cool. They’re not just a vegetable but a snack with more attitude than any other on the supermarket shelf. Baby carrots have carved for themselves an entirely new category: a healthy snack brand just as enticing as Doritos or Cheets. They even look the same – from the actual product themselves, to the packaging and communications. To immerse yourself in the exciting world of Baby Carrots, take a bite of the campaign here.
Though it’s too early to tell the results of the campaign, I predict that, like the Got Milk campaign that it inspired it, Baby Carrots will be a case study for all health brand communications to come.