PotatoPro Newsletter January 10, 2007

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Dear PotatoPro Subscriber,

Best regards from a white Florenceville (finally!) But it is still warm here for the time of year. We will save that topic for another Newsletter. This week I want to follow up on a topic related to the previous Newsletter.

Last weeks newsletter was about the classification of oven baked french fries as a healthier food, using an FSA nutrient profiling model. This was to identify for what foods restrictions for marketing to kids in the UK would apply.

Marketing to kids is a complex topic, important for the majority of potato products. Therefore, if you want to educate yourself further on this topic, I selected for this weeks featured market research two Datamonitor reports that cover this sensitive issue. One report "Marketing to kids: how to be effective and responsible" is an in depth overview of the topic. The other, "Walkers Potato Heads and Burts chips case study: targeting healthy snacks at kids" is a case study of two potato products and the approach that Walkers (Frito-Lay) took.

Talking about Frito-Lay and advertising to kids: I found Frito-Lay's US Doritos advertising intriguing and probably a taste of what is to come: For the Superbowl, the most expensive advertising event in the US (an ad costs 2.6 million dollar) Frito-Lay has invited the general public to create ads in their so called "Crash the Superbowl" contest. Over 1000 ads have been submitted and you can see them all on the web. Five have been selected by Frito-Lay and the ad that collects the most votes will be aired. That is going to create some buzz.

And so did Burger King's offering of X-box games, of which they reportedly sold over 2 million copies.

You can find in the News Headlines of this week a number of topics in that have been featured in the PotatoPro Newsletter earlier:

Gnocchi: an interview with Ettore Accenti, a senior manager of Essedue Systems, who is looking for a partner in the US to bring their high quality fresh chilled gnocchi to North America as well.

Simplot's genetically modified Russet Ranger: more details and background on the status of this research. 

Enjoy reading

Paul van Eijck

Marketing To Kids: How To Be Effective And Responsible
Marketing to 5-13 year old Kids is a difficult task laden with ethical issues as well as the increasingly complex nature of family life and consumer socialization. Nevertheless, Kids are strategically important consumers for a number of packaged goods' categories. In both Europe and the US, Tweenagers' per capita consumption of carbonates was 40% more than the population average in 2005.  more...
More market research reports..