Fast food branded veg to tempt public away from junk food
Savvy marketers in the US have come up with a novel way of encouraging schoolchildren to snack on carrots and fruit instead of crisps and chocolate - marketing the healthy alternatives to the same standard as junk food.
Pupils at Mason High School in Cincinnati are being encouraged to “Eat ‘em like junk food” with a range of bright orange vending machines selling nothing but carrots as part of a trial run by Bolthouse Farms.
The crisps alternative sports a foil poke containing washed and peeled baby carrots..
Bryan Reese, head of marketing at Bolthouse Farms, said: “We looked at the success of mass-marketed categories and decided to take a page out of their marketing book. We said, ‘We are not a vegetable, we’re a snack. If you want a vegetable, go eat broccoli. If you want a snack, eat baby carrots. They’re perfect for you. They’re crunchy, they’re bright orange; they’re sweet and they’re fun.’ We advertised for a couple of months and the category grew in double digits.”
Bolthouse intend to launch a more extensive trial before launching their wares to the wider American public.