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BAKERSFIELD, Calif. — Bolthouse Farms is tackling junk food with a new campaign for its baby carrots.
In conjunction with the growers alliance A Bunch of Carrot Farmers, Bolthouse Farms kicked off its Eat 'Em Like Junk Food campaign, which markets the wholesome snack by playfully mocking the marketing of junk food items.
The initial test effort of the campaign was kicked off last September in Syracuse, N.Y., and Cincinnati.
To further extend its campaign, Bolthouse Farms also utilized a football playoff promotion, the company said. As of mid-January, consumers will find football-branded 28.8-oz. bags of baby carrots in Walmart, Meijer, H-E-B, Price Chopper and OK Grocery stores across the country.