+33 680 38 14 46
Big campaign of carrots against junk food
United States
Friday 03 September 2010
FJ
Carrots packed and sold as candies to encourage young Americans to eat more vegetables.
American producers of carrots launch a big campaign to encourage young people to eat more carrots.
The campaign is based on the idea to sell vegetables with the same techniques used to sell junk food (snacking, fast food).
Baby carrots:packaged in Doritos-like bags, sold out of cool school vending machines,sporting slogans, touting seasonal tie-ins, I-phone game and airing TV SPOT.
The $25 million effort sets its sights on a giant, big-spending rival: junk food. The objective is to prove that consumers can eat more vegetables if they are marketed in the same way as the junk food.
Source : wired, mimai new times, usa today.
