I recently heard a piece on NPR about Bolthouse Farms, a producer of fruits and vegetables, who rolled out a campaign which mimics (or mocks, depending on your take) the type of ads junk food companies have been making for years. Check out this video:
Baby Carrots ‘Extreme’ from NO6 on Vimeo.
Their campaign also extends into the product (including Dorito-like seasonings), the packaging (use of mascots) and displays you might find in the grocery stores – all in an attempt to make vegetables cool to kids. I think it’s an awesome approach and they are definitely injecting a lot of fun into something most people find boring.
Visit NPR to read and listen to the whole article.