2011 Jay Chiat Awards Winners

Campaign for New Brand—Gold
Innovative Design—Silver
Crispin Porter + Bogusky
Bolthouse Farms | "Baby Carrots / Eat 'Em Like Junk Food"

How do you get people to eat their veggies? The USDA hasn't cracked it. Neither has the school system, our mothers, first ladies, or even bugs bunny. How would a group of planners do any
better? By doing what we do best—identifying a whole new truth when the old one's just not working.

There's no denying that carrots are good for you. With all that beta-carotene, potassium, and x-ray vision dust, they're super-veggies packed with nutritional benefits. In fact, carrots are bursting with so many health "truths," it's no wonder everyone has been overlooking an even more powerful one.

It turns out, the way to get people to eat their veggies is not getting people to eat their veggies at all. It's snubbing the conventions of the produce aisle to turn them into the thing we'd all really rather be eating. Exposing a new, more compelling truth about an old, boring veggie is the secret behind turning baby carrots into America's hottest new junk food brand.

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