Carrot gold

The Harvard Business Review features an instructive article from the CEO of Bolthouse Farms – the company (now part of Campbell’s) that has successfully re-positioned its brand of baby carrots.

The article discusses how packaging, communications, pricing, and distribution have combined to reverse the trend of falling carrot sales at the company. A lot of their efforts are based on the marketing techniques of big snack and soda brands. 

Bolthouse’s “Eat’ Em Like Junk Food” campaign has garnered an outsized amount of media attention. Bolthouse also has created a very successful digital campaign with Instagram as a centerpiece.

Good insights about how to make a “boring” commodity product relevant and even, dare we say, kind of cool.