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Carrot packaging uses humor to appeal to football fans
Linda Casey
January 29, 2014
1 Min Read
Bolthouse Carrots for football fans
Bolthouse Carrots for football fans
Bolthouse Farms, in conjunction with the growers alliance 'A Bunch of Carrot Farmers,' is moving into the next stage of its effort to reposition Baby Carrots. Regular visitors to packagingdigest.com will recognize the alliance from the PD web exclusive from September 2010, Could carrots replace junk food if branded well? New packaging aims to find outThe alliance has unveiled a strategy to promote carrots as convenience snacks uses packaging that playfully employs and mocks other snack foods’ marketing tactics.
The latest phase of this strategy capitalizes on the feeding frenzy that accompanies playoff football, with a campaign that debuts new Baby Carrots football-themed packaging and supporting contest dubbed Carrot-o-vations.
Borrowing from what Bolthouse Farms says are ‘over-the-top football playoff promotional tactics made famous by junk food brands,’ 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 what the company calls "awesomely useless—but collectors' edition!—swag." Free 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).
The new football-branded 28.8 oz bags of baby carrots are slated for distribution mid-January in Walmart, Meijer, H-E-B, Price Chopper and OK Grocery stores throughout the U.S.
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