Photo: orionlee, Flickr
Last year, we told you that carrots companies were using junk-food marketing techniques to gain a foothold in the snack market. Now Fast Company has the whole story behind the meteoric rise of baby carrots.
Here are the Cliff Notes: About 10 years ago, somebody tried to figure out what to do with the leftovers that resulted from supermarkets insisting that carrots all be a uniform size. Baby carrots were invented, and they become more popular than the real thing. But when the recession hit, people went back to regular carrots because they were perceived as less of a luxury item.
Oh, dear, what to do?
Spend $25 million to hire the famously creative (and often controversial) ad agency of Crispin Porter + Bogusky (the agency behind Burger King's Delete 10 Friends and Get a Free Whopper campaign) to convince America that, far from being healthy, carrots were the ideal junk food (hey, they're already orange, the same color as Orange Doodles). The idea was to package them like Cheetos and pretzels, in snack-like bags, and to stick them into vending machines (see "like Cheetos and pretzels"). So far, sales are way up -- turns out we're all a slave to marketing. But in this case, that's a good thing.
Read the whole story at Fast Company.