Kids love junk food. Kids hate carrots. Will they be savvy enough to recognise a carrot if it's wrapped up like a packet of crisps? Probably. But it's a great branding initiative that will hopefully encourage kids to see carrots as "extreme", "futuristic", and, yes, "sexy".  

 The campaign will feature seasonal tie-ins, (Halloween 'Scarrots'), apps (of course) and slogans like, "The original orange doodles". 

Looking forward to the results Crispin Porter + Bogusky will get from testing this out in school machines in Cincinnati, Syracuse and NYC.