Cool kids eat vegetables

After reading this recent NYT article on the lack of veggies on American plates, I was hungry for more, so I clicked over to babycarrots.com. A Bunch of Carrot Farmers created the website as part of a humorous multimedia campaign to promote baby carrots and “eating ‘em like junk food.” The campaign incorporates gaming, social media, viral video and snazzy new packaging design — most notably, several Ohio high schools now have carrot-only vending machines in their cafeterias.

As someone who doesn’t need to be prodded to eat her fruit and vegetables (my food preferences parallel those of a gorilla), I think it’s a little disheartening that we need this type of marketing to get American youth psyched about roughage, although I am excited to see marketing dollars channeled in this direction. What do you think? Will this campaign work?