Case: Fastcompany – How Carrots Became the New Junk Food

Posted on 06/04/2011


Douglas Mcgray skriver på Jeff Dunn believes he can double the $1 billion baby-carrot business — and promote healthy eating — by marketing the vegetable like Doritos. His secret weapon? He knows every snack-marketing trick in the book.

Bolthouse had never marketed its baby carrots. It just sent truckloads to supermarkets, where they got piled up in the produce aisle. Dunn assembled a small team and studied advertising campaigns for other agricultural commodities, such as almonds, avocados, eggs, and milk. They were shocked at what they found. “Every campaign paid back,” Dunn says. “Every single one. Between 2 and 10 times.”

So they drafted a brief to circulate to ad agencies. “Carrots have an appealing personality. Fun, fun-loving, friendly. High-energy. Visually appealing,” they explained. “Baby carrots are the best form factor of carrots.” Dunn was clear: He didn’t want a health campaign, one that talked about beta carotene or cutting calories. He wanted something more emotional, maybe something funny, something that appealed to impulse rather than responsibility — the kind of thing a soft-drink or snack-food company might do.

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