Baby I Like It
October 23, 2010 by staff
Bolthouse’s “Eat ‘Em Like junk food baby carrots campaign is exceeding company goals in his first months, taking its first national product in October and looking to the launch of a national total of early 2011.
“What we’re seeing is a principle that is becoming all the category,” said Jeff Dunn, president and CEO of Bakersfield, Bolthouse Farms based in California. “It’s early yet, but this idea of eating junk food like seems to be resonating very well. Everything now looks set to expand nationwide early next year.”
The campaign continues to attract the attention of media consumption. Component of vending machine even got some recognition in the NBC “Saturday Night Live.” 25 September.
“A high school in Ohio has installed a vending machine carrot all,” said Amy Poehler, who hosted the event guests and a former SNL cast member. “So give it a try, kids. If you do not like vegetables, maybe you like the vegetables that have been sitting all day in a metal box with dust.”
“They laughed at us,” said Dunn. “But when you get into this sort of thing, you are part of a broader cultural dialogue.”
Despite being the butt of some jokes, the campaign is doing everything Bolthouse expected so far, said Dunn.
“The kids say they taste better this package,” said Dunn. “So not only think (carrots are) interesting in this package … is also affecting (perception of) taste.”
The campaign was a cry of Produce Marketing Association president and CEO, Bryan Silbermann, in its state of the industry speech at the PMA Fresh Summit 2010 on 16 October.
“It’s David against Goliath, like carrots and a market of millions of dollars has a bite out of the 18 billion industry and fast food,” said Silbermann. “I love it. Re-imagining the experience of carrot. If carrots can be re-imagined, what are the rest of us do?”
Silbermann called brilliant campaign.
“The producers are listening here? This is the real and virtual marketing at its best. This is the future – today,” said Silbermann.
A bunch of carrots farmers, the Bolthouse group formed to participate in the campaign and use the name of carrots as a brand, is still populated by Bolthouse producers themselves, although the company has invited competitors to support the financial effort to increase carrot consumption in the category.
“Our main competitor (Grimmway Farms) has adopted the approach of wait and see,” said Dunn.
Scarrots, the first baby carrots product to launch nationally, had a great response in test markets before its national drive Oct. 11. Although the product is a gift “trick-or-treat,” Dunn said his design for parents to start buying baby carrots brand.
“Not so much about handing out at Halloween,” said Dunn. “Scarrots are really intended to get carrots in children’s lunchboxes.”
The company plans to distribute free safety Scarrots New York case Try 30 to 31 October.
Bolthouse, and has spent about $ 10 million in the campaign, with a projected final price and 25 million, including exposure through television, billboards, media and customized vending machines in Syracuse, NY, and Cincinnati , schools. Test marketing is in Austin and San Antonio.
Dunn said the company also plans to launch a multi-pack after the test phase.
“We have a total market of reading in November and then we will go to retailers with plans for the first quarter of next year,” said Dunn. “We must consider not only the cost of extending the season, but making sure we have the product and decide on the phase in relation to the type of motion we expect.”
Dunn said the company is also considering different distribution channels for baby carrots, including packages of snacks at convenience stores.
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