Crispin Porter + Bogusky gives baby carrots the junk food treatment.

“…Just in time for the battle over what’s gonna be in millions of back-to-school lunches, Bolthouse Farms and nearly 50 other carrot growers today will unveil plans for the industry’s first-ever marketing campaign. The $25 million effort sets its sights on a giant, big-spending rival: junk food…”
—via USA Today

It’s about time.