GreenVale Farm Fresh Potatoes raise a smile with its fresh ad campaign

Greenvale AP, the UK’s leading potato supplier, launches a series of consumer magazine ads in a £1million plus marketing campaign to support its GreenVale Farm Fresh potato brand.

“Our tasty potatoes last longer in the sack...stop smiling we know what you’re thinking” is just one of the tongue in cheek headlines created by ad agency Aesop to emphasise both the superior taste of the Farm Fresh potatoes and the special ‘fresher for longer’ paper packaging.
Following the same quirky style the two other ads in the series read “To make our potatoes last longer, we use a preservative. It’s called paper” and an execution in women’s fashion magazines describes the brand as “This season’s new bag”.

They echo the bright, cheerful and fresh style of the packaging and consumer facing website and will feature across a range of foodie and women’s glossy magazines including BBC Good Food, Delicious, Heat, Good Housekeeping and Grazia from this week.

Head of Marketing for Greenvale AP, Leon Mundey, commented: “The strap line in the ads ‘Tasty potatoes that stay tasty’ sums up what the brand delivers to consumers and the executions were developed to communicate this in a fresh, simple and hopefully memorable way. We have seen from our first year in store that GreenVale Farm Fresh is adding real value to the potato category and this campaign will help to spread the word even further.’
 Aesop executive creative director Martin Gromer adds “We are really excited about this campaign which talks to busy mums on an amusingly honest level and helps GreenVale Farm Fresh stand out from the rest of the category.” The marketing campaign will also include PR activity, online and CRM campaigns plus a variety of in store initiatives in stockists Tesco and Booths.

Greenvale AP handles 600,000 tonnes of potatoes every year supplying major retailers and key food manufacturers. While a significant grower of potatoes in its own right, Greenvale AP also has the largest and most diverse grower base in the UK with partners located in all the key potato growing regions of the country, many of whom are growing the Jelly variety for GreenVale Farm Fresh.