Bolthouse Farms, the self-proclaimed “largest producer of baby carrots and super-premium juice beverages in North America,” has consolidated its ad efforts for all of its consumer products (carrots, bevvies, salad dressing, etc.) at Hollywood-based goodness Mfg., which currently counts other clients including El Pollo Loco, Toshiba Consumer Electronics/Computers, Lucas Arts, ING Direct and some company called Google.
Bolthouse, meanwhile, previously worked with CP+B, which handled the brand’s baby-cut carrot line and concocted the award-winning “Eat ‘Em Like Junk Food” effort last year. Regarding his company’s decision to now consolidate and go with Goodness Mfg., which as you know was founded by a handful of ex-Crispin principals, Bolthouse SVP, chief marketing and innovation officer Bryan Reese says, “We are thrilled to have selected a single advertising partner able to serve all of our business segments and look forward to working with goodness Mfg. to develop new marketing initiatives that will extend our mission to revolutionize the delivery mechanisms for healthy, natural foods beyond carrots.”
Bolthouse Farms’ agency shift, though, does not spell the end for “Eat ‘Em” , as goodness mfg. will extend the campaign and develop new marketing concepts for baby carrots (intriguing) while also handling other branding, digital executions, social media and experiential work for the company.