Potatoes to get brand boost in South Africa

A new brand campaign for Potatoes South Africa (PSA), the official representative of potato producers in South Africa, wishes to change South Africans into a Potato Nation that maintains balanced diets and make potatoes the everyday, fat-free heart of their meals. The brand strategy, developed by Revolution Brand Activists, has been designed to not only be educational, but also entertaining and rewarding. The campaign includes online cook-offs, in-store competitions, recipes, games and visitations with King Zamban, the soon to be revealed King of The Potato Nation.

PSA's marketing manager, Etienne Booyens says, "This is not just about encouraging parents to cook wholesome, tasty and well-balanced meals for the family. We're also talking to young students who are away from home and need to discover the value of healthy, balanced meals that are delicious to eat, easy to prepare - and easy on the pocket as well."

Students around the country are enticed to join the campaign, whip out their cameras, film themselves cooking up a potato storm, post it on the website and get their friends to vote for them. PSA will contribute R20 000 towards the studies of the winning student, who will also become South Africa's first Potato Ambassador.

The campaign is community focused, with drives and store rollouts planned around community-based stores. In participation with Shoprite, shoppers can enter the 'Have you got what it tastes to please the King?' competition at its stores in Klipfontein, Midrand, Kagiso, Lenasia, Southgate, Cosmo City, Jabulani Mall and Klerksdorp.

The in-store campaign will build hype around the arrival of King Zamban and shoppers are invited to create their favourite potato dishes in a bid to win 'flavour with the king', the title of being 'South Africa's Official Potato Nation Chief Cook' and R20 000 cash. In addition, there are prizes to be won in-store.

Commenting on the importance of educating the South African public about the nutritional values of potatoes, Booyens says, "So many people have discarded potatoes from their diets because they think that potatoes are fattening, but potatoes boiled with skin are actually naturally free of fat."Potatoes are also high in complex carbohydrates, low in sodium, contain a variety of nutrients and are major contributors of important minerals to the diet such as potassium and chromium.

For more information, go to www.potatonation.co.za.