Potato Council campaign to boost crop at crucial time

In the United Kingdom, the Potato Council is seeking to raise awareness for the new season crop, with a TV advertising burst to hit screens in July. The commercial, which is due to air across major national channels for two weeks at the start of the month, will drive home healthy facts about potatoes to young family audiences.

The advertisement is being funded via the Many Faces of Potatoes campaign, which secured €0.81 million EU investment back in 2010 for activity spanning three years. The TV presence follows a range of promotional highlights, including the introduction of Potato Week and a nationwide competition fronted by Chef James Martin. This has encouraged hundreds of consumers to share quick and easy potato-based recipe ideas.

Stu Baker, Potato Council marketing and PR executive, said: “The advertisement will enable us to communicate with our core target audience of 25-44 year olds, and in particular mums, by featuring on a mix of popular channels. The advertising schedule will run across ITV (breakfast and daytime) and Sky Media channels, and during programmes with high viewing figures.

“Research tells us that health is a key consideration for potato shoppers and this is an area that the new season crop is well placed to capitalise on. As such, the TV ad has been carefully scripted and shot to focus on the fact that potatoes are naturally fat free, with new potatoes being a source of vitamin C. In addition, it also positions potatoes as quick, tasty and ideal for family-friendly mid-week meals.

“We know from feedback from our last TV campaign in 2012 that nearly two thirds of those that viewed it were encouraged to try new recipes. We hope to see similar results this time around.”

An additional tranche of marketing activity has also been planned to coincide with the advertising schedule to maximise impact. A series of roadshows will target shoppers in high footfall centres from 22 June to 13 July, with a dedicated stand to incorporate sampling as well as the distribution of health messages and recipe ideas.

A PR campaign focusing on the eight regional competition finalists will drive press coverage, supported by extensive recipe placement across consumer interest, lifestyle press and websites to drive traffic to www.manyfacesofpotatoes.co.uk. This in turn, will all be supported by social media messaging across Facebook and Twitter.

Stu said: “The summer months are a crucial time to highlight the versatility of potatoes in meeting our changing meal time habits. The availability of the new season crop and the healthy benefits they deliver add a strong message that will ensure potatoes remain a regular addition to shopping baskets.”

Source: Potato Council