California carrot campaign: Crunch, crunch, crunch to conquer chaos

While the Crunch, Crunch, Crunch Council isn’t real, its mission to get consumers thinking about carrots — and eating them, of course — is very real.

The brainchild of the very real California Fresh Carrot Advisory Board, Bakersfield, and advertising agency Fortnight Collective, the Crunch³ Council “seeks to re-engage consumers in the carrot category,” according to a news release, with an multi-media ad campaign called Crunch Out.

The advisory board previewed Crunch Out at the Produce Marketing Association’s Fresh Summit Oct. 17-19 in Anaheim, Calif.

“The Crunch Out campaign aims to get people excited about carrots again,” Nathan Sano, manager of the California Fresh Carrot Advisory Board, said in the release. “We want to remind consumers what carrots can do to enhance their lives by bringing energy and humor to the category.”

The Crunch Out message is that carrots are a simple pleasure and should be enjoyed more often, and in new and more compelling ways, according to the release.

The advisory board’s members — B&P Packing, Bolthouse Farms, Grimmway Farms and Kern Ridge Growers — aim to move carrots from the bottom fridge drawer onto center plate and into culture, according to the release.

The basic message is that crunching carrots can conquer 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,” according to the release.

Crunch Out launches early next year and will include outdoor, print, transit, digital, public relations and social media advertising.

A video on the campaign is available online.