AHDB: We are making potatoes trendy again!

Our new marketing campaign 'The new packed lunch' has already proven to be successful by catching a spot in the top ten UK Twitter trending topics on 9 February 2021.

This digital campaign, which costs GBP 150,000, aims to remind 25 to 64 year-olds how tasty, versatile, and nutritious a jacket potato lunch can be.

The campaign makes use of 'influencers' to help us reach new groups. One of the influencer partners is the online group BritMums which has a potential reach of over 435k across a variety of digital and social channels.

BritMums held a Twitter conversation between 1:00 and 2:00 PM on Tuesday 9 February 2021 to encourage parents to share their love of the jacket potato. They were asked to share hacks for making the best jacket potato and their favorite toppings.

The hashtag used in this conversation (#JacketPotatoHacks) generated 17 million impressions from 194 contributors sending over 1,600 tweets resulting in #JacketPotatoHacks trending at number seven in the UK along with #AHDBPotatoes and #TheNewPackedLunch.

The #JacketPotatoHacks chat inspired parents to share their enthusiasm for jacket potatoes, how they and their families like to eat them, their favorite toppings, unusual toppings, and tips for cooking them.

This activity accompanies a social advertising campaign where a range of five engaging short videos demonstrates the key benefits of potatoes. Tapping into the nation's desire for tasty, filling home lunches during this latest lockdown, each video features a different way to enjoy a jacket potato. From people looking for a quick convenient lunch to those looking to make healthier choices, there are four different topping options with a fifth video that demonstrates the versatility of the jacket spud.

Levy payers can get involved

Our marketing team has also put together a communications pack for levy payers which include different assets that can be used to spread the word and inspire others to rustle up a jacket potato for lunch. These assets include videos, infographics, recipes, and tips.