I don’t know about you, but sometimes the public push to get people to live healthier lives can feel a bit finger-pointy and heavy-handed. Don’t get me wrong: I’m all for doing what it takes to get kids—and their parents—to eat more healthfully, get more exercise and spend a bit less time in front of the TV, but must the messaging always be so serious?
Enter A Bunch of Carrot Farmers, a loose association of farmers interested in making baby carrots a viable and healthy snack, and their fantastic new ad campaign. When I first heard about the campaign I couldn’t roll my eyes fast enough. Bags of carrots covered with lightning bolts and hip, buck-toothed rabbits wearing sunglasses. The words “Eat em like junk food” boldly emblazoned across the top. Seriously? Luckily not.
A little digging soon revealed that the carrot farmers and their ad agency had their tongues placed firmly in their cheeks with the campaign. One animated video for a free iPhone game includes the phrase “From the world’s most xtreme snack in the universe.” Another video (below) has an extreme athlete catching baby carrots in his mouth that have been shot by an enormous machine gun (fired by a beautiful girl, of course).
The campaign, including the great babycarrots.com web site, is a testament to the power of social media to spread a brand in a unique way, but, more importantly, it’s proof positive that promotion of healthful eating doesn’t have to be drudgery or induce guilt to work.
Will the kids at the vending machines in their Ohio high school get fooled into thinking that baby carrots are really an extreme junk food? No way; they’re far too savvy for that. But at least the vending machine is there and gives the kids another option.
And that’s xtremely cool.