What is it with junk food that makes it so appealing specially against some healthier options? Well, that’s exactly what A Bunch of Carrot Farmers asked themselves when trying to market their Baby Carrots.

It turns out that we’re quite conditioned to like junk food —being it comfort food or just novelty. In a brilliant move to attract teenagers towards healthier options, they disguised the baby carrots as junk.

The campaigned included a junk food-like packaging (3 indeed) and supermarket placement, TV commercials, vending machines and even a mobile game available through the baby carrots website that completed the trick.

Fantastic results for the test markets, and a deep understanding of consumer and shopper behaviour. If you can’t beat them, join them.

Regional Executive Creative Director, Geometry Global Asia Pacific