The California Fresh Carrot Advisory Board (CFCAB) through the California Crunch, Crunch, Crunch Council announced the formal launch of its new advertising campaign, Crunch Out, in the Sacramento and Cincinnati markets. The objective of the fictitious, tongue-in-cheek new council and the multi-media campaign is to re-engage consumers in the carrot category, inspiring them to revisit the simple pleasures of carrots and enjoy them more often and in new, more compelling ways.
The members of the California Fresh Carrot Advisory Board (CFCAB) consist of B&P Packing, Bolthouse Farms, Grimmway Farms and Kern Ridge Growers, who have joined forces to bring excitement to the fresh carrot category. The goal of the Crunch Out campaign is to remind consumers of one of the world’s original, simplest, most versatile foods through its distinct and conspicuous crunch.
The CFCAB previewed the campaign at the Produce Marketing Association (PMA) Fresh Summit in Anaheim, Calif. The Crunch Out campaign is based on the simple idea that crunching carrots conquers chaos. In an over-stimulated, over-complicated, over-opinionated, over-innovated, over-hyped, instantly gratifying culture, crunching into a carrot can take you to a place of calm.
“We are thrilled to introduce Crunch Out to Sacramento and Cincinnati. We believe it’s important for everyone to take a moment for themselves and escape the chaos of life. Sacramento and Cincinnati, we’re excited to provide you with the opportunity to grab a carrot and Crunch Out,” said Jeff Dunn, Chief Executive Officer of Bolthouse Farms.
Snacking remains on the rise with consumers across all generations. They’re searching for snacks frequently and consider holistic health a primary factor as they decide what to eat. Crunch Out is designed to reconnect consumers with carrots, a vegetable that offers benefits beyond basic nutrition – a fresh, unprocessed food that can satisfy all five senses. The campaign will build momentum in the category, repositioning the carrot as it meets the needs of most self-described consumer diets.
“We chose Sacramento and Cincinnati as our test markets for a number of reasons; including the size, culture, food scene, diversity and distribution,” noted Jeff Huckaby, President of Grimmway Farms. “We love that both markets have a thriving food and restaurant scene and are centers for culinary innovation as well as health and wellness.”
“Inventing never-before-seen use occasions for carrots is inspiring and puts a new twist on the classic carrot,” said Andy Nathan, Fortnight CEO. “We can’t wait to see this concept come to life through local grocery stores, billboards, bus wraps, social media, and more!”