With the arrival of “Hop” in theaters across the country on April 1, Bolthouse Farms announced their baby carrots have been officially endorsed by the Easter Bunny.

In a news release, the Bakersfield, Calif., produce company described its latest unconventional merchandising efforts for the vegetable that it is playfully touting as junk food. Bolthouse partnered with Universal Pictures and Illumination Entertainment for the promotion, which features the “Hop” movie art on carrot packaging.

Bolthouse launched its “Eat ‘em Like Junk Food” campaign in recent months and with the release of the animated/live action motion picture “Hop” the carrot giant is encouraging consumers to snack on baby carrots while watching movies.

“We were honored to be chosen by the Easter Bunny as his official snack,” Jeff Dunn, chief operations officer of Bolthouse Farms, said in the release. “He’s a rabbit, so we were up against lettuce, dandelion leaves, celery and hay. We think he made a wise choice.”

“Hop” tells the story of the E.B., the Easter Bunny’s teenage son, and his dream to become a drummer in a band.

Bolthouse ties in with ‘Hop’