The campaign ran in two test markets, launched in-store with three new baby carrot packages that overtly mocked junk food — extreme, futuristic and chic. Each new package was accompanied by its own television spot. The television strategy was comprised of 100% primetime, with a focus on highly rated and culturally relevant programming. This directly targeted our savvy snacker demographic, as well as playfully confrontational outdoor billboards, social media that called out our junk food peers, and customized baby carrot vending machines that lived alongside conventional vending machines. The campaign also featured the world’s first carrot-crunch-powered video game, “Xtreme Xrunch Kart,” available as a free mobile download at the iTunes store. This content and more can be found at the campaign’s creative hub — babycarrots.com.

Despite running for just one month in two test markets to date, the $450,000 “Eat ‘em like junk food” campaign has garnered nearly 63 million PR impressions across the world, valued at over $15 million. It’s been covered by networks and publications including NBC, Fox News, CNN, Huffington Post, Associated Press, USA Today, Washington Post and New York Times. Xtreme Xrunch Kart has also been downloaded and played in more than 75 different countries worldwide. And since the point was to sell carrots, baby carrot sales lifted by 12 percent in our test markets.