Baby Carrots are being marketed as the ultimate snack food in an integrated advertising campaign including repackaged Doritos-like bags sold in school vending machines, sporting slogans such as “The Original Orange Doodles”, XTreme XRunch Kart, a phone app powered by the sound of people munching carrots, and a series of tongue-in-cheek commercials, “Extreme”, “Indulge” and “Future”. The campaign, online at www.babycarrots.com, Bunch of Carrot Farmers YouTube channel, Facebook and Twitter, includes an online video game and a sitcom series, Munchies: The Late Shift with Chip and Abdul, all sponsored by a “bunch of carrot farmers”.
The Baby Carrots campaign was developed at Crispin Porter + Bogusky, Miami, by chief creative officers Rob Reilly, Andrew Keller, Jeff Benjamin, group creative director Tiffany Rolfe, creative director Omid Farhang, art director Liz Levy, copywriter Marc D’avignon, senior integrated producer Kate Hildebrant, account directors Leslie Repetto, Andy Nathan, content supervisor Yvette Guzman, content manager Emily Schler, assistant content managers Sarah Ruppert and Ryan Smith.
Filming was shot by director Guy Shelmerdine via Smuggler, Hollywood, with executive producers Patrick Milling Smith, Brian Carmody, Lisa Rich, Laura Thoel, producer Dave Bernstein, director of photography Jonathan Sela.
Editor was Chan Hatcher at No6, Santa Monica, with assistant editors Ryan Seegers and Jc Nunez.
Sound and music were produced at Beacon Street Studios, Venice, by producer Andrea Lavezzoli, composers/arrangers Andrew Feltenstein and John Nau, sound designer Paul Hurtubise.
Post production was done at Method Studios, Santa Monica, by visual effects supervisor Gil Baron, visual effects producers Robert Owens (Ep) and Mike Wigart, visual effects compositor Chris Bankoff.
Animation was produced at The Wilderness, New York City.