Marketing Baby Carrots Like Junk FoodPlease read the attached case picture and also please answer theCASE QUESTIONS:Which is likely to be more effective---marketing baby carrots to young consumers or to parents of young consumers? Why?Does the marketing of baby carrots raise any social or temporal dilemmas?Is there a potential "dark side" to marketing baby carrots as junk food?Do you agree with this strategy of marketing baby carrots as junk food instead of as a healthy snack? Explain your answer.(Thank you in advance for your help!) snack marketers that add flavors to their basic chips or pretzels. This variety givesnovelty-seekers more options and may even win over snackers who preferflavored carrots to plain ones. Other vegetable and fruit marketers that makesbaby carrots appealing as junk food could very well work for apples and otherfoods.Baby carrots aren't going to replace every other snack food on the shelf, butsales are growing little by little as more consumers get the message. For example,U.S. consumers buy millions of bag of chips, order millions of pizza slices, andstock up on fizzy soft drinks for Super Bowl Sunday. Lately, however, baby carrotsare starting to score: Bolthouse Farms now ships 28 percent more baby carrotsduring the week leading up to the Super Bowl than in an ordinary week. Consumer Behavior Outcomes and IssuesMarketing, Ethics, Social Responsibility in Today's Consumer SocietyCONSUMER BEHAVIOR CASE #3BolthouseFARMSSBABY-CUTGARROTSTW 118 08014544NEW JUNK FOODPACKAGINGBABY CARROTSBABYBABYCARROTS ARROTSBolthouse Farms Markets Baby Carrots AsJunk Food-PSFKMarketing Bay Carrots Like Junk FoodCan marketing encourage people to snack on baby carrots as if they were junkfood? That's what California-based Bolthouse Farms has set out to do, with thehelp of Colorado advertising agency Crispin Porter + Bogusky. Bolthouse CEO JeffDunn, a former Coca-Cola marketing executive, remembers thinking that hisfirm's baby carrots are "a perfect snack"-low-calorie, inexpensive, good tasting,and nutritious. "But people aren't eating as much of them as we'd like. So whatdo we do?Crispin's advertising experts told Dunn that baby carrots have a lot ofcommon with junk food. "They're neon orangem they're crunchy, they'redippable, they're kind of addictive," aid Omid Farhang, the agency's creativedirector. Baby carrots may be healthy, but Dunn wanted to avoid messages thatdiscuss nutrition, which he calls "the rational approach." Instead, the agencyaimed to reposition baby carrots by emphasizing their eat-anywhere, bit-sizesnackability and associating them with skateboarding and other popular,contemporary activities. "It's about getting baby carrots into a different category,"says Crispin's CEO.What baby carrots needed was the right positioning, messages, packaging,and distribution. A new campaign was born. Crispin created a catchy slogan""Baby carrots: Eat 'em like junk food." Net, they designed a flashy new bag.much like the packaging that chip come in, with a window so buyers can see thatthey're buying fresh vegetables. It set up a Twitter account and a YouTubechannel to reach out to social media-savvy consumers, tested three TVcommercials, and printed store displays promoting baby carrots as "the originalorange doodle." Also, the agency developed colorful baby carrot vendingmachines that resemble the machines used to sell chips and other snacks. Finally,it posted engaging online content, marketing baby carrots with fun games andapps.During test-marketing, Bolthouse found that its sales in the test cities were asmuch as 12 percent higher than its sales in non-test-markets. The vendingmachines sold as many as 90 snack packs each week, and a number of schoolscalled about putting the machines in cafeteria area. In short, baby carrot snackswere beginning to catch on.To keep the campaign fresh, Crispin added new online content and designedadditional packaging alternatives to catch the eye of shoppers. Meanwhile,Bolthouse experiments with new flavored baby carrots, following the lead of

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Marketing Baby Carrots Like Junk FoodPlease read the attached case picture and also please answer theCASE QUESTIONS:Which is likely to be more effective---marketing baby carrots to young consumers or to parents of young consumers?  Why?Does the marketing of baby carrots raise any social or temporal dilemmas?Is there a potential &#34;dark side&#34; to marketing baby carrots as junk food?Do you agree with this strategy of marketing baby carrots as junk food instead of as a healthy snack?  Explain your answer.(Thank you in advance for your help!) snack marketers that add flavors to their basic chips or pretzels. This variety givesnovelty-seekers more options and may even win over snackers who preferflavored carrots to plain ones. Other vegetable and fruit marketers that makesbaby carrots appealing as junk food could very well work for apples and otherfoods.Baby carrots aren't going to replace every other snack food on the shelf, butsales are growing little by little as more consumers get the message. For example,U.S. consumers buy millions of bag of chips, order millions of pizza slices, andstock up on fizzy soft drinks for Super Bowl Sunday. Lately, however, baby carrotsare starting to score: Bolthouse Farms now ships 28 percent more baby carrotsduring the week leading up to the Super Bowl than in an ordinary week. Consumer Behavior Outcomes and IssuesMarketing, Ethics, Social Responsibility in Today's Consumer SocietyCONSUMER BEHAVIOR CASE #3BolthouseFARMSSBABY-CUTGARROTSTW 118 08014544NEW JUNK FOODPACKAGINGBABY CARROTSBABYBABYCARROTS ARROTSBolthouse Farms Markets Baby Carrots AsJunk Food-PSFKMarketing Bay Carrots Like Junk FoodCan marketing encourage people to snack on baby carrots as if they were junkfood? That's what California-based Bolthouse Farms has set out to do, with thehelp of Colorado advertising agency Crispin Porter + Bogusky. Bolthouse CEO JeffDunn, a former Coca-Cola marketing executive, remembers thinking that hisfirm's baby carrots are &#34;a perfect snack&#34;-low-calorie, inexpensive, good tasting,and nutritious. &#34;But people aren't eating as much of them as we'd like. So whatdo we do?Crispin's advertising experts told Dunn that baby carrots have a lot ofcommon with junk food. &#34;They're neon orangem they're crunchy, they'redippable, they're kind of addictive,&#34; aid Omid Farhang, the agency's creativedirector. Baby carrots may be healthy, but Dunn wanted to avoid messages thatdiscuss nutrition, which he calls &#34;the rational approach.&#34; Instead, the agencyaimed to reposition baby carrots by emphasizing their eat-anywhere, bit-sizesnackability and associating them with skateboarding and other popular,contemporary activities. &#34;It's about getting baby carrots into a different category,&#34;says Crispin's CEO.What baby carrots needed was the right positioning, messages, packaging,and distribution. A new campaign was born. Crispin created a catchy slogan&#34;&#34;Baby carrots: Eat 'em like junk food.&#34; Net, they designed a flashy new bag.much like the packaging that chip come in, with a window so buyers can see thatthey're buying fresh vegetables. It set up a Twitter account and a YouTubechannel to reach out to social media-savvy consumers, tested three TVcommercials, and printed store displays promoting baby carrots as &#34;the originalorange doodle.&#34; Also, the agency developed colorful baby carrot vendingmachines that resemble the machines used to sell chips and other snacks. Finally,it posted engaging online content, marketing baby carrots with fun games andapps.During test-marketing, Bolthouse found that its sales in the test cities were asmuch as 12 percent higher than its sales in non-test-markets. The vendingmachines sold as many as 90 snack packs each week, and a number of schoolscalled about putting the machines in cafeteria area. In short, baby carrot snackswere beginning to catch on.To keep the campaign fresh, Crispin added new online content and designedadditional packaging alternatives to catch the eye of shoppers. Meanwhile,Bolthouse experiments with new flavored baby carrots, following the lead of

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