Is that right? Scarrots for trick-or-treaters?
A group of carrot farmers and a big-name ad agency have teamed up to convince kids that baby carrots are the hip new snack food.
If they can pull that off, hats off to them.
As part of a multi-million-dollar "Eat 'Em Like Junk Food" campaign, and just in time for Halloween, the carrot farmers -- identified as "A Bunch of Carrot Farmers" and led by the big Michigan grower Bolthouse Farms -- have packaged baby carrots in multi-bag packages that are purposely reminiscent of trick-or-treat candy packs. These "Scarrots" are available at stores such as Walmart.
Many questions about Scarrots will soon be answered. Will anybody buy them? Will kids buy into the gimmick?
And what will become of anyone who dares to hand them out to trick-or-treaters?
I applaud anyone's efforts to help boost kids' vegetable consumption, even when those efforts are entirely self serving. And the promotional campaign, by Crispin Porter + Bogusky, is clever and compelling; it will continue with carrots sold in non-Halloween-themed snack bags -- "New Junk Food Packaging."
This isn't the first time anyone's attempted to improve carrots' image. In fact, another big carrot producer, Grimmway Farms, saw a big jump in sales when it partnered with Nickelodeon and featured that kid-oriented network's cartoon characters on its bags five years ago.
This is far from scientific, I know, but Scarrots don't stand a chance if this exchange from the October 20 "Reliable Source" discussion on the Washington Post Web site is any indication:
Q. Please comment on the practice of giving single serve bags of baby carrots (Scarrots) to your trick or treaters? Cruel, trendy, or a good method of risk management?
A. Roxanne Roberts writes:
Awful. Awful. Awful. It's like those people who handed out religious tracts to save my soul from the devil's work. (Didn't work---I'm a professional gossip.) Don't preach to me on Halloween. If you don't like it, turn off the lights and don't answer the door but don't give me baby carrots. Actually, I'm not big on being preached at any day of the year.
Do you agree with that response? Please comment below -- and vote in today's two -- count 'em, two -- polls:
Jennifer LaRue Huget
| October 22, 2010; 7:00 AM ET
Categories: Childhood obesity, Family Health, Food labeling, Is That Right?, Kids' health, Nutrition and Fitness, Obesity, Parenting, Psychology, School Nutrition, Teens
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