The Potato Marketing Corporation of Western Australia has started a campaign to increase the consumption of fresh potatoes.
Market research has shown that the average West Australian consumes potatoes 1.5 times for week, with older age groups consuming with far more frequency than younger age groups. Younger consumers have a perception that potatoes are unhealthy (that they make you fat);and that they are too inconvenient to cook (that they take too long to prepare and make).
The objective of the current grower funded campaign that started October 1, is to increase consumption of fresh potatoes in West Australia from 1.5 to 2 times per week.
The challenge is to make consumers use potatoes more often in their cooking. Based on that challenge the 1.8m AUS$ costing marketing campaign provides simple, easy, everyday ways of preparing their favourite potato dishes.
The Potato Marketing Corporation of Western Australia has chosen a creative strategy that mixes inspiration (stunning food cinematography and photography) with permission (removing the barriers to further consumption). The core target market are consumers under the age of 45, with a particular focus on families with young children.
The campaign includes the following elements:
Television
- 7 commercials produced
- Focus on recipes for Chips (French Fries), mash and roast
- 85% of target market to see 15 times in first 2 months
- All commercials can be found on YouTube (see below;channel freshpotatoesau)
The perfect Chip
Press
- Potato Week feature (The West)
- The Best of Feature (Sunday Times)
- Tactical - as required
- World class website freshpotatoes.com.au
- Huge tips, potato selection and recipe database
- Lifestyle and recipe ad campaign
Ahhh, mashed potatoes
Social Media
- Facebook and Instagram community being built
- Pinterest recipes from around the world
- /freshpotatoesau
- 18 page recipe booklets
- POS in major retailers
- Brings campaign in store
The secret to great roast potatoes
