In a move to position baby carrots in a head-to-head battle with chips and other junk food, Bolthouse Farms and other carrot growers are planning to unveil a $25 million marketing campaign Aug. 30.

The plan, according to an Aug. 29 usatoday.com article, will mimic marketing programs for Cheetos and other snacks, with flashy packaging, phone apps, catchy slogans and TV and billboard advertising.

“It’s not an anti-junk food campaign,” Bolthouse Farms chief executive officer Jeff Dunn said in the online article. “It takes a page out of junk food’s playbook and applies it to baby carrots.”

Part of the push would be placement in school vending machines, a trend that's becoming more popular as districts restrict unhealthy snacks, including chips and soda. Fresh Del Monte Produce Inc., Coral Gables, Fla., unveiled a line of whole and fresh-cut products designed for sale in vending machines in Sept. 2009. The line includes carrots, pineapple and bananas.

Cool carrots: Campaign sets sights on junk food

Courtesy Crispin Porter + Bogusky

A $25 million marketing campaign for baby carrots seeks to increase sales to children, partly through packaging designed to mimic junk food packaging.