Baby carrots are "extreme"? Whodathunkit? But that's the idea that baby carrot farmers are using to market their product...as if they were junk food. If you can't beat 'em, join 'em, as the saying goes.
And it's rather genius in its tongue-in-cheek kind of way. The website for the $25 million "Eat 'Em Like Junk Food" campaign is already up with big bold fonts, heavy metal music and a voiceover intoning "Baby. Carrots. Extreme." Think of those Chester Cheetah spots and you get the idea where they're trying to do...except their product is, you know, good for you.
There's a downloadable iPhone game where you can play a Jackass-type racing through city streets and jumping skateboard ramps in a grocery cart collecting carrots as fuel.
In a month they'll introduce a Halloween edition of baby carrots called Scarrots, with temporary glow-in-the-dark tattoos and packaging for you to give them out to trick-or-treaters.
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And today, September 7th, "The World's First Ever Baby Carrots Commercial" debuts on TV. Of course, it seems to be all over YouTube already.