Fresh potatoes are being given a lift thanks to increased industry marketing activity, including television advertising.
The ‘Many Faces of Potatoes campaign’, launched by Potato Council last year after securing EU co-financing, introduced a number of tools to educate and inspire younger consumers to eat more potatoes. This includes a nationwide PR campaign, regional shopping centre tour and ‘Master Spud’ competition, the finale of which hits screens in June and July.
The TV ad is the culmination of the first year of activity and stars the competition’s five regional winners alongside celebrity chef and potato fan Jean-Christophe Novelli. The competition saw hundreds of people upload recipes to www.manyfacesofpotatoes.co.uk, the best of which were chosen to compete in live regional heats and an online public vote. Only one of the five winners will be crowned ‘Master Spud’ in the three minute commercial which will air 8 times from 26th June.
A shorter version of the ad will feature three of the recipes to provide consumers with the inspiration they need to cook more potato-based dishes and drive traffic to the website where a wealth of recipe ideas, tips and nutritional information is available. Both ads will also be used extensively as part of Potato Council’s digital activity to extend their reach.
Caroline Evans, Potato Council head of marketing and corporate affairs, said: “The extra investment secured for the Many Faces of Potatoes campaign in a joint bid with France and Belgium1 has enabled us to enhance the ways we are able to target consumers. This has included the short burst of TV advertising, which will be complimented by online activity.
“All our activity is carefully chosen to deliver the best value for money while also reflecting the viewing preferences and increased internet use of the target audience – younger consumers. While potato consumption remains robust, it is this sector of the population that are eating fewer potatoes and therefore need reminding that they are healthy and tasty, as well as being quick and easy to cook. Our advertisements will resonate with the audience by using real people and real recipes – showing how they fit their daily lives.”
The Many Faces of Potatoes is a three year campaign, which heralded the first EU Potato Day in October 2010. Backed by the dedicated community website www.manyfacesofpotatoes.co.uk with over 80 new recipes and increased PR activity, the first year has been a huge success generating over £2million worth of coverage to date delivering positive messages about potatoes.
The second year will see Potato Day expanded into‘Potato Week’, which will run from 1 to 7 October 2011. This promotional event will give the entire supply chain a greater platform to show off the versatility and convenience of potatoes, as well as highlight the great many varieties and the positive impact potatoes have on the health of the nation.
Caroline Evans adds: “Potato Week will be full of activity to heighten awareness of fresh potatoes and get more people eating them during the week. There will be many ways for the industry to get involved and lend their support, from holding events to sharing tips and recipe ideas, and of course, making use of our advertisement.”
