Scarrots: A New Kind Of Halloween Treat

Late this summer, several carrot farmers led by Bolthouse Farms, launched a branding campaign for baby carrots. To date, the “Eat ‘Em Like Junk Food” campaign, which mocks junk food marketing tactics and challenges the establishment’s dominance over snacking culture, has been a huge success.

This October, the campaign is going national, with the launch of Scarrots, a new kind of Halloween treat. Scarrots packaging mirrors Trick-or-Treat packs, offered in a master bag containing 25 single-serve 1.7-ounce bags in three unique designs. Also included is a sealed pouch containing 25 temporary glow-in-the-dark tattoos of masquerading baby carrot characters. And this time they want you to “Eat ‘Em Like It’s Halloween.”

The “Eat ‘Em Like Junk Food” campaign kicked off in Syracuse, NY, and Cincinnati, OH, test markets in early September. Advertising agency CP+B developed a fully integrated launch campaign for Baby Carrots on behalf of Bolthouse Farms and A Bunch of Carrot Farmers, and employed many of the tactics made famous by junk food brands. Those include new packaging and television spots drawing from junk food’s often extreme, futuristic and indulgent themes as well as playfully confrontational outdoor billboards, social media, and customized vending machines to live alongside junk food vending machines in schools. The campaign even features the world’s first carrot-crunch-powered iPhone and iPod Touch game, “Xtreme Xrunch Kart,” available as a free download at the iTunes store.

“We’ve been blown away by the response to this campaign,” said Jeff Dunn, chief executive officer, Bolthouse Farms. “We’ve captured the attention of everyone from USA Today to the New York Times , all the major networks — we were even cited in the season premiere of Saturday Night Live. We’ve learned that is there’s a huge groundswell of support behind our effort to brand Baby Carrots as the ultimate junk food and we’re excited to offer snackers of all kinds a new Halloween treat.”

Only the marketing of Baby Carrots is different. The sweet Baby Carrots inside bags of Scarrots remain unchanged. All elements of the “Eat ‘Em Like Junk Food” campaign, as well as new Scarrots packaging, can be found at the campaign’s creative hub, babycarrots.com.

Leave a Reply

Featured Stories
Crop ProtectionAt Paramount Farming, Mating Disruption Pays Off
February 10, 2015
To say Brad Higbee is an expert in mating disruption, the use of pheromones to confuse target pests and reduce Read More
Crop ProtectionGrower Experienced In Biocontrols Says: Be Patient
February 4, 2015
The use of biocontrols in all aspects of agriculture is becoming more widespread. But incorporating biocontrols in a vegetable farming Read More
GrapesWashington Winegrape Industry Announces Honors
February 26, 2015
Awards included Grower of the Year, Industry Service, Lifetime Achievement, Restaurant of the Year and Posters. Read More
GrapesSonoma Agriculture Preservation Plan Unveiled
February 26, 2015
Winegrowers’ 100-year business plan is the first of its kind in agriculture. Read More
Apples & PearsNew Plant Growth Regulator Use Expanded
February 26, 2015
Ten more states grant registrations for Fine Americas’ new Kudos PGR. Read More
Apples & PearsFrom The Road: IFTA Conference Day 5
February 26, 2015
Carlson lecture highlights where IFTA has been and looks to the next generation to continue the legacy. Read More
FruitsHave Faith In Science – Which Means GMOs [Opinion]
February 25, 2015
When it comes to farming, sticking with established, commonly accepted science is the way to go. Read More
Apples & PearsFrom The Road: IFTA Conference Day 4
February 25, 2015
Creating fruiting walls with mechanical hedgers can help increase light interception in the canopy, say researchers and growers. Read More
PotatoesPotato Grower Black Gold Farms Aquires George Wood Farms In North Carolina
February 25, 2015
The transaction includes all production and packing operations.   Read More
Stone FruitSouth Carolina Peach Grower Honored For Produce Innovation
February 25, 2015
Chalmers R. Carr III receives the inaugural Bayer CropScience Produce Innovation Award for focusing on quality, accessibility, and demand. Read More
Food Safety“Dirty Dozen” List Authors Say Conventionally Grown Produce Are “Best Foods” 
February 25, 2015
Sound science prevails and consumers are encouraged to increase consumption of fruits and vegetables. Read More
CitrusFDA, Federal Partners Develop New Method For Attributing Foodborne Illness
February 25, 2015
Data was analyzed from nearly 1,000 outbreaks to assess which categories of foods were most responsible for making people sick. Read More
The Latest
GrapesWashington Winegrape Industry Announces Honors
February 26, 2015
Awards included Grower of the Year, Industry Service, Lifetime Achievement, Restaurant of the Year and Posters. Read More
GrapesSonoma Agriculture Preservation Plan Unveiled
February 26, 2015
Winegrowers’ 100-year business plan is the first of its kind in agriculture. Read More
Apples & PearsNew Plant Growth Regulator Use Expanded
February 26, 2015
Ten more states grant registrations for Fine Americas’ new Kudos PGR. Read More
Apples & PearsFrom The Road: IFTA Conference Day 5
February 26, 2015
Carlson lecture highlights where IFTA has been and looks to the next generation to continue the legacy. Read More
FruitsHave Faith In Science – Which Means GMOs [Opinion…
February 25, 2015
When it comes to farming, sticking with established, commonly accepted science is the way to go. Read More
Apples & PearsFrom The Road: IFTA Conference Day 4
February 25, 2015
Creating fruiting walls with mechanical hedgers can help increase light interception in the canopy, say researchers and growers. Read More
PotatoesPotato Grower Black Gold Farms Aquires George Wood Farm…
February 25, 2015
The transaction includes all production and packing operations.   Read More
Stone FruitSouth Carolina Peach Grower Honored For Produce Innovat…
February 25, 2015
Chalmers R. Carr III receives the inaugural Bayer CropScience Produce Innovation Award for focusing on quality, accessibility, and demand. Read More
Food Safety“Dirty Dozen” List Authors Say Conventionally Grown Pro…
February 25, 2015
Sound science prevails and consumers are encouraged to increase consumption of fruits and vegetables. Read More
CitrusFDA, Federal Partners Develop New Method For Attributin…
February 25, 2015
Data was analyzed from nearly 1,000 outbreaks to assess which categories of foods were most responsible for making people sick. Read More
Protected AgricultureParticipate In The 2015 Greenhouse Crop Production &…
February 25, 2015
The University of Arizona Controlled Environment Agriculture Center hosts its annual short course March 22-27 in Tucson, AZ. Read More
BerriesSecond Florida Strawberry Picking Challenge Packs Phila…
February 25, 2015
Fundraising event at Wish Farms in Plant City raises $76,000 for Redlands Christian Migrant Association. Read More
CitrusBiocontrols 2015: Exhibition Sneak Preview
February 25, 2015
We take a look inside the exhibit hall at the Biocontrols 2015 Conference & Tradeshow. Read More
GrapesGrowers Of Lower End California Winegrapes Face Challen…
February 24, 2015
Growers in the San Joaquin Valley are pulling out thousands of acres, replanting with nuts. Read More
NutsA Better Way To Gauge Chilling Hours
February 24, 2015
Using a new system, the chill portions model, can improve growers’ accuracy. Read More
TomatoesHazera Seeds Introduces New Grape/Mini-Plum Tomato
February 24, 2015
The variety, Olivia, provides a combination of qualities with consistency of size and sweetness. Read More
BerriesGrowing Greenhouse Strawberries Can Pay
February 24, 2015
British trial shows much lower disease pressure, higher quality and bigger yields. Read More
Apples & PearsFrom The Road: IFTA Conference Day 3
February 24, 2015
With all these new varieties being planted, John Rice of Rice Fruit Company, says you should focus as much if not more on marketing these new varieties as in understanding how to grow them. Read More