Monday, September 27, 2010

Will Marketing Buzz Boost Baby Carrots?

Baby carrots are getting a tiny bit of a marketing boost from a new campaign to encourage kids to "eat 'em like junk food." Here's one of the new commercials:

Given the packaging and marketing veneer, plus the eat-by-the-handful convenience, baby carrots might have at least a small possibility of interesting teens and preteens who ordinarily would grab a salty snack or choco treat.

It's a worthy effort, complete with app and branded vending machines and even seasonal "scarrots" for Halloween. However, with only a $25 million budget, I doubt baby carrots will make any significant gains in consumption, and that's too bad. Still, if other veggies follow this marketing path, their combined voices might make a difference.

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