The board’s Crunch Out campaign is carried out by the fictitious Crunch, Crunch, Crunch Council.
“We believe it’s important for everyone to take a moment for themselves and escape the chaos of life,” Jeff Dunn, CEO of Bolthouse Farms, said in a news release. “Sacramento and Cincinnati, we’re excited to provide you with the opportunity to grab a carrot and Crunch Out.”
The campaign, previewed by the advisory board at the Produce Marketing Association’s Fresh Summit in October, is designed to reconnect consumers with carrots, an unprocessed snack that stimulate all five senses, according to the release.
The campaign seeks to reposition carrots as meeting the needs of most 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,” Jeff Huckaby, president of Grimmway Farms, said in the release. “We love that both markets have a thriving food and restaurant scene and are centers for culinary innovation as well as health and wellness.”
The Crunch Out campaign uses outdoor, print, transit and digital ads, as well as PR and social media, according to the release.
“Inventing never-before-seen use occasions for carrots is inspiring and puts a new twist on the classic carrot,” Andy Nathan, Fortnight CEO, said in the release. “We can’t wait to see this concept come to life through local grocery stores, billboards, bus wraps, social media, and more!”
The California Fresh Carrot Advisory Board, established in 1978, acts under the authority of the California Department of Food and Agriculture and represents California carrot shippers.