BAKERSFIELD, CA: Carrot grower and processor Bolthouse Farms named HL Group its AOR, following the agency's work on a campaign to reposition baby carrots as junk food. The agency took on the project when it launched this past summer.
Last year, Bolthouse Farms tasked Crispin Porter + Bogusky to create the “Eat ‘Em Like Junk Food” campaign, and HL to provide strategic communications support. The agency achieved placements with the Associated Press and USA Today, among other outlets.
The agency will continue to support the ongoing campaign by aligning its health goals with football season, which represents "the apex of junk food consumption," according to a release.
Correction: PRWeek originally noted that HL Group won the project following a competitive bid. However, there was no formal review.