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
Irrigation
June 28, 2017
Robert Sakata Talks About Water
The Colorado grower discusses how water issues have changed which crops they grow where, and raises the idea of leasing water rights during droughts replacing crop income. Read More
Citrus
June 28, 2017
Last Chance for New Operations to Sign Up for Ag Census
The Census of Agriculture, which takes place every five years, guides federal, state, and county level decisions on policies affecting growers. Read More
Vegetables
June 28, 2017
Don’t Just Survive. Make Your Farm Strong and Stable [Opinion]
I want to be more like the team at Navajo Agricultural Products Industry. When disaster hit in 2016, they not only moved fast to survive a month on two weeks' water, they assessed the operation and began making changes. Read More
Closeup of a managed bee hive next to a blueberry field
Citrus
June 28, 2017
Felony Charges in Beehive Thefts
The men accused of heading up an operation to steal and re-sell beehives, Pavel Tveretinov and Vitaliy Yeroshenko, 48, have Read More
SWD On Raspberry
Fruits
June 28, 2017
Researchers Studying Spotted Wing Drosophila Attractants
Building on previous research, MSU doctorate fine-tunes the solutions which pique the fruit files’ interest. Read More
citrus psyllid closeup
Citrus
June 27, 2017
Label Expanded for Low-Volatility, Water-Based Insecticide
Fight against Huanglongbing gets new weapon as Abamex label now includes citrus, grapes, pome, stone fruit, and strawberries. Read More
Fruits
June 27, 2017
Cornell Announces 2017 Lake Ontario Fruit Summer Tour
Tour will highlight training systems, chemical thinning, invasive pests, and more. Read More
Berries
June 27, 2017
Study Zeroes in on Sweet Spot for Florida Blueberries
Taste test proves farmers, marketers, and parents should be cognizant of kids’ consumer clout. Read More
Fruits
June 27, 2017
New Program Highlights Bee-Friendly Farming Practices
A new certification program enables growers to show consumers they are farming in ways that benefit bees. The Bee Better Certified program Read More
Citrus
June 27, 2017
Florida Citrus Industry Annual Conference Takes Aim at HLB
Education program focuses on managing the disease with available tools and tactics. Read More
Farm Management
June 27, 2017
Lipman’s Kent Shoemaker: Sustainability Is More Than Conservation
Nearly seven years ago, not long after being hired by the Lipman family, my wife and I attended an event Read More
Grapes
June 26, 2017
Washington Grape Grower Battles New Threat
Apples, cherries, and pears are also threatened by Tobacco Ringspot Virus, a pathogen never before seen in Washington state. Read More
Apples & Pears
June 26, 2017
Cosmic Changes Coming in Apple Production [Opinion]
‘Cosmic Crisp’ is an apt moniker for Washington’s new apple, because the changes coming to the industry are immense Read More
Crop Protection
June 25, 2017
Study Suggests Closer-Proximity Lures Help Increase Insect Pest Catches
Research shows single-trap locations are not as effective as those kept close together. Read More
girl on smartphone
GenNext Growers
June 24, 2017
Find the Food Safety Apps That Are Right for You
There are a lot of choices available for growers. We’ve sifted through them to help figure out which ones will best suit you. Read More
The Latest
Irrigation
June 28, 2017
Robert Sakata Talks About Water
The Colorado grower discusses how water issues have changed which crops they grow where, and raises the idea of leasing water rights during droughts replacing crop income. Read More
Citrus
June 28, 2017
Last Chance for New Operations to Sign U…
The Census of Agriculture, which takes place every five years, guides federal, state, and county level decisions on policies affecting growers. Read More
Vegetables
June 28, 2017
Don’t Just Survive. Make Your Farm Stron…
I want to be more like the team at Navajo Agricultural Products Industry. When disaster hit in 2016, they not only moved fast to survive a month on two weeks' water, they assessed the operation and began making changes. Read More
Citrus
June 28, 2017
Felony Charges in Beehive Thefts
The men accused of heading up an operation to steal and re-sell beehives, Pavel Tveretinov and Vitaliy Yeroshenko, 48, have Read More
Apples & Pears
June 28, 2017
Apple Tree Insurance Program Being Devel…
U.S. Apple Association working with AgriLogic Consulting, LLC and USDA Risk Management Agency to offer new risk management option which takes into effect weather damage and fire blight loses. Read More
Fruits
June 28, 2017
Researchers Studying Spotted Wing Drosop…
Building on previous research, MSU doctorate fine-tunes the solutions which pique the fruit files’ interest. Read More
Citrus
June 27, 2017
Label Expanded for Low-Volatility, Water…
Fight against Huanglongbing gets new weapon as Abamex label now includes citrus, grapes, pome, stone fruit, and strawberries. Read More
Fruits
June 27, 2017
Cornell Announces 2017 Lake Ontario Frui…
Tour will highlight training systems, chemical thinning, invasive pests, and more. Read More
Berries
June 27, 2017
Study Zeroes in on Sweet Spot for Florid…
Taste test proves farmers, marketers, and parents should be cognizant of kids’ consumer clout. Read More
Fruits
June 27, 2017
New Program Highlights Bee-Friendly Farm…
A new certification program enables growers to show consumers they are farming in ways that benefit bees. The Bee Better Certified program Read More
Citrus
June 27, 2017
Florida Citrus Industry Annual Conferenc…
Education program focuses on managing the disease with available tools and tactics. Read More
Farm Management
June 27, 2017
Lipman’s Kent Shoemaker: Sustainab…
Nearly seven years ago, not long after being hired by the Lipman family, my wife and I attended an event Read More
Grapes
June 26, 2017
Washington Grape Grower Battles New Thre…
Apples, cherries, and pears are also threatened by Tobacco Ringspot Virus, a pathogen never before seen in Washington state. Read More
Apples & Pears
June 26, 2017
Cosmic Changes Coming in Apple Productio…
‘Cosmic Crisp’ is an apt moniker for Washington’s new apple, because the changes coming to the industry are immense Read More
Crop Protection
June 25, 2017
Study Suggests Closer-Proximity Lures He…
Research shows single-trap locations are not as effective as those kept close together. Read More
GenNext Growers
June 24, 2017
Find the Food Safety Apps That Are Right…
There are a lot of choices available for growers. We’ve sifted through them to help figure out which ones will best suit you. Read More
Apples & Pears
June 23, 2017
Take Advantage of Technology to Help Man…
Expert farm advisers provide several options for apple orchard management decisions. Read More
Citrus
June 22, 2017
Technology Boom Boosting Farm Life to a …
Whether it is human genetics or genetics applied to plants, knowledge is growing at a dizzying pace. Read More