SYS-CON MEDIA Authors: Liz McMillan, Elizabeth White, Yeshim Deniz, Roger Strukhoff, Jason Bloomberg

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'A Bunch of Carrot Farmers' Take on Junk Food

FARMERS TEAM WITH CP+B TO LAUNCH FIRST-EVER BABY CARROTS BRANDING CAMPAIGN

BAKERSFIELD, Calif., Sept. 2 /PRNewswire/ -- A new alliance of carrot growers dubbed 'A Bunch of Carrot Farmers' - spearheaded by Bakersfield, Calif., based Bolthouse Farms - has launched the first-ever advertising and marketing campaign for Baby Carrots. The fully-integrated consumer campaign developed by CP+B satires infamous junk food marketing to challenge the junk food establishment's dominance over snacking mindshare.

(Photo: http://photos.prnewswire.com/prnh/20100902/NY59166 )

(Photo: http://www.newscom.com/cgi-bin/prnh/20100902/NY59166 )

With a wide-ranging approach befitting of a national snack marketer, the "eat em like junk food" campaign includes new packaging and television spots that overtly mimic junk food advertising tactics. This is in addition to playfully confrontational outdoor billboards, social media, and customized vending machines that live alongside junk food vending machines in schools. The campaign also features the world's first carrot-crunch-powered video game, "Xtreme Xrunch Kart," available as a free download at the iTunes store. The iPhone and iPod Touch game involves maneuvering a rocket-powered shopping kart by tilting the mobile device, while crunching real baby carrots into the microphone to trigger gravity-defying tricks.

All of the Baby Carrots' content and more can be found at the campaign's creative hub, babycarrots.com. The new campaign launches in the Syracuse and Cincinnati test markets on Sept. 13th, with plans to roll out into additional markets later this year.

"We feel that with the cultural climate around healthy snacking right now, there's a unique and timely opportunity to do the first ever consumer-based advertising for carrots," said Jeff Dunn, CEO of Bolthouse Farms. "CP+B delivered the creative firepower to seize this opportunity and change the face of our industry in a contemporary, engaging and interactive way."

Bolthouse Farms, a leading producer of carrots, selected CP+B to provide overall strategy, creative leadership, media planning and placement, and all related services.

"For baby carrots to join the conversation with other snacks, they need a bit of attitude," added Andrew Keller, partner and chief creative officer at CP+B. "Mocking modern snack marketing is a strategic way of creating that attitude."

About Bolthouse Farms

Established in 1915, Bolthouse Farms is a fourth-generation farm located in California's fertile San Joaquin Valley. Known for quality and innovation, Bolthouse Farms is a market share leader in carrot growing and processing. In addition to growing and harvesting premium fresh vegetables and fruits, Bolthouse Farms produces a popular brand of super-premium refrigerated juices, smoothies and protein drinks. Bolthouse diversified its offerings in recent years by launching a line of all natural, premium refrigerated yogurt dressings and extra virgin olive oil vinaigrettes. To learn about the entire line of current Bolthouse Farms products, visit www.bolthouse.com.

About CP+B

CP+B, a member of the MDC Partners network, has a client list that includes Burger King, Microsoft, Domino's Pizza, Coke Zero, Kraft, American Express OPEN, Old Navy, Gap, Jose Cuervo and Best Buy. CP+B is based in Boulder, Miami, Toronto and Gothenburg, Sweden, with additional offices in London and Los Angeles. The agency has $1.2 billion in billings and is one of the most awarded agencies in the world. CP+B has been named "Agency of the Year" 13 times in the trade press and has been awarded Interactive Agency of the Year three times at Cannes, most recently in June of this year. In 2010, CP+B was also named "Agency of the Decade" by Advertising Age.

SOURCE Bolthouse Farms

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