When you think 'exciting snack,' baby carrots don't come to mind. Like most veggies, they lay forsaken in the crisper drawer to die a slow death. Of course, junk food doesn't have this problem. So what will it take for baby carrots to get out of the bottom drawer and become a sexy, top-of-mind snack alongside the heavy hitters of junk food? Maybe it's time to stop wasting our breath reminding people that vegetables are healthy, and start taking on the snack establishment at their game—with some junk food marketing of our own. The 'Eat 'Em Like Junk Food' campaign satires infamous junk food marketing to disrupt America's predictable discourse on healthy snacking. The campaign includes new packaging and television spots that overtly mimic junk food advertising tactics. This, in addition to playfully confrontational outdoor billboards, social media that targets our junk food peers, and customized baby carrots vending machines that live alongside conventional vending machines. The campaign also features the world's first carrot-crunch-powered video game, 'Xtreme Xrunch Kart,' available as a free download at the iTunes store. This content and more can be found at the campaign's creative hub, babycarrots.com. "Despite running for a single month in two test markets to date, the $450,000 dollar 'Eat 'Em Like Junk Food' campaign has garnered over 500 million PR impressions across the world, valued at over $15 million. It's been covered by networks and publications including NBC, Fox News, CNN, Huffington Post, Associated Press, USA Today, Washington Post and New York Times. Xtreme Xrunch Xart has been downloaded and played in more than 75 different countries worldwide."