California-based Bolthouse Farms, in conjunction with the grower alliance A Bunch of Carrot Farmers, is moving into the next stage of its effort to reposition baby carrots as “the ultimate junk food.” The latest phase of the baby carrots campaign capitalizes on the feeding frenzy that accompanies playoff football. A Bunch of Carrot Farmers will unveil new baby carrots football packaging and supporting contest dubbed “Carrot-o-vations.”
Carrot-o-vations is a fully-integrated marketing campaign that includes a website with a sweepstakes, consumer prizes, new product packaging, and in-store collateral. Consumers are urged to log onto babycarrots.com to take part in Carrot-o-vations and enter a chance to win “awesomely useless—but collectors’ edition!—swag.” Prizes include advanced Carrot Vision Goggles (orange night vision goggles), Double Neck Carrot Axe (double neck guitar with custom orange paint job), Carrot Hoopty Spinners (orange spinner rims) and Carrot Domes (beer and carrot carrying helmets).
As of mid January, consumers will find football-branded 28.8-ounce bags of baby carrots in Wal-Mart, Meijer, HE Butt, Price Chopper, and OK Grocery stores across the country.
Source: Bolthouse Farms