1. Which is likely to be more effective—marketing baby carrots to young consumers or to parents of young consumers? Why? Can marketing encourage people to snack on baby carrots as if they were junk food? That’s what California-

based Bolthouse Farms has set out to do, with the help of Colorado advertising agency Crispin Porter +

Bogusky. Bolthouse CEO Jeff Dunn, a former Coca-

Cola marketing executive, remembers thinking that his firm’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 what do we do?”

Crispin’s advertising experts told Dunn that baby carrots have a lot in common with junk food.

“They’re neon orange, they’re crunchy, they’re dippable, they’re kind of addictive,” said Omid Farhang, the agency’s creative director. Baby carrots may be healthy, but Dunn wanted to avoid messages that discuss nutrition, which he calls “the rational approach.”

Instead, the agency aimed to reposition baby carrots by emphasizing their eat-anywhere, bite-size snackability and associating them with skateboarding and other popular, contemporary activities. “It’s about getting baby carrots into a different category,” says Crispin’s CEO.