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Promoting Health Food Like Junk Food (funded by stakeholder coalition)

Carrot Producers have invested $25 million in launching a multi-faceted campaign to promote baby carrots vs junk food including convenient packaging, vending machines, scarrots (for Halloween), a video game, social media, & tv ads. Check out the attached videos & website: http://www.babycarrots.com/

Photo of Vincent Cheng
11 24

Written by

Although not really my cup of tea, an example of what various healthy food stakeholders can do when they bundle their resources together to promote healthy food.


Note: probably should be in inspiration, but that's already closed. Thought this was still worth sharing, so posted to the concepting stage.

Age of kids. The solutions to changing kids’ eating behaviors will vary depending on their age. What works for a toddler won’t necessarily fly for a teenager, although we suspect some concepts might be appropriate for all ages—even adults! Which age bracket does your concept address (tick all relevant boxes)?

  • Pre-school (Tots) 2-4
  • Elementary (Kids) 5-10
  • Middle school (Tweens) 11-13
  • High school (Teens) 14 -18
  • Young adults 18-21

Hurdles to success. Helping kids make smarter food choices comes with a variety of hurdles that have to be addressed in order for a design solution to be successful, which of these do you think that your Concept overcomes (tick all relevant boxes)?

  • Expense and Convenience
  • Peer Pressure
  • Lack of Knowledge

Evaluation results

6 evaluations so far

1. Food Knowledge - To what extent is this concept teaching people about food knowledge?

It's teaching people a great deal about food knowledge - 28.6%

It's teaching people a moderate deal about food knowledge - 0%

It's teaching people a little about food knowledge - 71.4%

It's not focused on food knowledge - 0%

2. Cooking - Is this concept focused on getting people to cook?

It's all about getting people to cook - 14.3%

It's moderately about getting people to cook - 0%

It's getting people to cook a little - 42.9%

It's not focused on cooking at all - 42.9%

3. Originality - How original is this idea?

This idea is extremely original - 42.9%

This idea is somewhat original - 42.9%

This idea has some originality about it - 14.3%

I have seen this idea before - 0%

4. Scalability - How scalable is this idea across communities and geographies?

This idea can be scaled across many communities and places - 57.1%

This idea can be scaled but needs some work - 28.6%

This idea will take a fair bit of work to scale - 14.3%

This idea cannot scale at all - 0%

11 comments

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DeletedUser

Showing kids why and how fruits and vegetables. Examples of beautiful healthy foods make you stronger, taller, and smarter. More specifically how carrots are good for your eyes. Perhaps examples of winning a race or a sports game or doing well on a test. My little sisters would not touch a vegetable. I told them that carrots would make their eyes bright and avocado would make their hair shiny. I told them that these beautiful foods would make them smarter and beautiful. They're perspective completed shifted and now they beg for vegetables because they feel/hope they will be rewarded with the positive effects. Perhaps using kid celebrities like Selena Gomez or Dora the Explorer as mediums for communication.

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DeletedUser

Why and how fruits and vegetables are beneficial*

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DeletedUser

I fully agree with @number9 on the fact that we need to have better products and packaging for fruits and vegetables. There is no point to pack the processed vegetables or fruit into similar wrapping as say Doridos.

How to promote fresh vegetables and fruit in their original form while there are thousands of small independent producers? Producers (apple, bean, strawberries etc.) should work together in similar way as the carrot manufacturers to spread high quality marketing messages. Producers should help grocery stores bundle up boxes from local fresh products similarly as Farm Fresh to You and others small producers who deliver seasonal boxes to people's homes. Safeway has their pasta corner, why couldn't they also have a vegetable and fruit box that has selection of seasonal local products with recipes. I'd pay extra for this and would love getting it without plastic wrapping.

Photo of Diego Rodriguez

I'm of the opinion that we should ban advertising to kids. Perhaps certain types of "positive message" commercials like this could be allowed to be shown to kids. Intriguing.

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DeletedUser

The wisdom of using modern marketing techniques to promote healthy eating and healthy foods is obvious, but we need a better product. As vegetables go, raw carrots are actually fairly low in nutritive value, and since it's so tough, we burn almost as many calories digesting carrots as we get out of them.

More than that, though, baby carrots are actually shaved or compressed from carrots not deemed worthy for sale as full carrots. Rejected carrots, processed in factories, packaged in plastic, and sold to our kids. Just another attempt to feed us all processed foods. I'd rather promote whole carrots.

Photo of Franziska Luh

The campaign is creative but not necessarily effective. Does it really make people eat more carrots or does it just make them laugh and forget about it very soon?

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DeletedUser

Hilarious! But I think it still lands too heavily on that fact that they're NOT the snack you know and love.

Photo of Demian Repucci

"Oh baby!.... Carrots"
Pretty funny.:)
Definitely the 'scattershot' approach to marketing. Try every angle and something will be bound to work. I think the 'Baby Carrots' name works the best with the sexy ad. Maybe they could do sub-brand names for the other angles? The 'Bunch of Carrot Farmers' name and logo is clever.
This is a similar thought process to my "Grow To Go' concept in that you would use 'Fast Food' or 'Junk Food' marketing vocabulary to try to resonate with kids in the same way that the unhealthy stuff does. Thanks for the concept!

Photo of Jorge Eduardo Alba

Excellent idea of comunication

Photo of DeletedUser

DeletedUser

I love the idea - the video's great. Totally to the extreme.