Bolthouse Farms’ Baby Carrots ‘Hop’ to Film Partnership

Bolthouse Farms has not only teamed with Universal Pictures and Illumination Entertainment to promote the new family film “Hop,” but has also revealed that its baby carrots are now the official snack of the Easter Bunny.

The company’s ongoing “Eat ’Em Like Junk Food” campaign, which debuted in September 2010, aims to position baby carrots as the “ ultimate junk food” by playfully mocking junk-food marketing tactics and targeting such prime junk-food-laden moments on the national snacking calendar as Halloween and the football playoffs. Through the “Hop” partnership, Bolthouse will endeavor to demonstrate that sweet, crunchy and convenient baby carrots are the perfect movie-viewing snack -- aided in great measure by the iconic rodent's first-ever product endorsement.

“He's a rabbit, so we were up against lettuce, dandelion leaves, celery and hay,” deadpanned Jeff Dunn, CEO of Bakersfield, Calif.-based Bolthouse Farms. “We think he made a wise choice.”

Additional campaign elements include packaging and in-store initiatives, traditional TV and outdoor media, and online and social media, in addition to school vending. For more information, visit babycarrots.com.

Combining cutting-edge animation and live action, “Hop” tells the comedic story of E.B. (voiced by Russell Brand), the teenage son of the Easter Bunny, who attempts to run from taking over the family business, only to discover where his true destiny lies.