Bakersfield, Calif. – The newly formed California Crunch, Crunch, Crunch Council™ today announced its new advertising campaign, Crunch Out, to reintroduce consumers to a whole new appeal for fresh carrots. The objective of the fictitious, tongue-in-cheek new council and the multi-media campaign, a brainchild of the California Fresh Carrot Advisory Board (CFCAB) and Fortnight Collective is to re-engage consumers in the carrot category, inspiring them to revisit the simple pleasures of carrots and enjoy them more often and in new, more compelling ways. The CFCAB will preview the campaign at the Produce Marketing Association (PMA) Fresh Summit in Anaheim, Calif. October 17-19.
As consumers continue to look for ways to include more fresh vegetables in their diets, the four members of the California Fresh Carrot Advisory Board (CFCAB) – B&P Packing, Bolthouse Farms, Grimmway Farms and Kern Ridge Growers – have come together to bring excitement to the fresh carrot category. Seeking to take carrots out from the bottom refrigerator drawer, onto the center plate and into culture, the Crunch Out campaign will help to remind consumers of one of the world’s original, simplest, most versatile foods through its distinct and conspicuous crunch.
“The Crunch Out campaign aims to get people excited about carrots again,” said Nathan Sano, manager, CFCAB. “We want to remind consumers what carrots can do to enhance their lives by bringing energy and humor to the category.”
The Crunch Out campaign is based on the simple idea that crunching carrots conquers 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.
Crunch Out is a fully integrated campaign and will include outdoor, print, transit, digital, PR and social media. Soft launching at PMA Fresh Summit this week, the California Crunch, Crunch, Crunch Council is sponsoring the Crunch Out Station in the Grand Plaza exhibition area in front of the Anaheim Convention Center featuring examples of advertising and other information about the campaign. Crunch Out will be launched in early 2020.
About the CFCAB
The California Fresh Carrot Advisory Board was established in 1987 by the California Department of Food and Agriculture (CDFA) as a research and promotions program. Created to carry out the intents and purposes of the California Fresh Carrot Research and Promotion Program, the Board acts under the authority of the CDFA and represents only the handlers (shippers) of carrots in California.