Editorial: Scarrots and boonanas — fun marketing for produce admirable

Trick-or-treaters might be tricked this Halloween if they receive a bag of baby carrots instead… Trick-or-treaters might be tricked this Halloween if they receive a bag of baby carrots instead of a treat.

“Scarrots” — a Halloween version of baby carrots in “spooky” packaging and paired with glow-in-the-dark temporary tattoos — were shelved this month as part of an advertising and marketing campaign for baby carrots, according to The Associated Press.

Although some children might feel a little cheated at getting carrots instead of the regular fun-size version of their favorite sugar-coma-inducing treat, we think that the baby carrot industry is on to something with its marketing campaign.

The New York Times made it clear last month that American’s plates are lacking in vegetables with its article “Told to eat its vegetables, America orders fries.” The article reported that if french fries are not included in the count, only 26 percent of the nation’s adults eat vegetables three or more times a day. These statistics exist even in light of “two decades of public health initiatives, stricter government dietary guidelines, record growth of farmers’ markets and the ease of products like salad in a bag,” The New York Times reports.

The baby carrot industry’s marketing campaign is a commendable attempt at increasing the amount of vegetables consumed by Americans. Will it work? We don’t know, but the producers hope that their “Eat ’Em Like Junk Food” campaign will double the $1 billion market in two or three years, says the Associated Press.

The campaign is being led by Crispin Porter + Bogusky, the agency responsible for unique Burger King and Old Navy advertisements. According to MediaPost, CP+B’s approach is to “skip the obvious ‘healthier for you’ message and indeed, the whole veggie angle, and instead position baby carrots as a snack food that’s cooler than predictable chips and other crunchy options.” MediaPost also reports that the “carrots-as-junk-food” approach was in part inspired by the “highly effective ‘milk moustache’ campaign.”

“Scarrots” are only a small part of this approach, in addition to things like carrot vending machines in schools, junk-food-like packaging and TV commercials meant to give carrots an attitude.

Although the campaign is admirable, we find it sad that a healthy food has to be marketed like junk food in order for people to want to eat it.

But if it works, we think that other healthy produce items should be marketed like this, especially in holiday versions, like Scarrots, of other fruits and veggies. Boonanas, anyone?

We think the success or failure of the  “Eat ’Em Like Junk Food” will show just how far marketing can go, seeing as its success requires getting a nation that shuns vegetables to buy them.

Our hope is that the baby carrot industry’s efforts will be a catalyst for convenience stores and drive-through establishments to sell and market healthy yet convenient food like baby carrots.