Potato Council (UK) continues the 'Love Potatoes' campaign through fall

Riding high on the wave of increased awareness generated by the ‘Love Potatoes’ summer marketing campaign, Potato Council is setting its sights on increasing potato-based meals eaten in the home even further this autumn.

The new season of activity will continue under the ‘Love Potatoes’ theme – which has already hit an audience of 94.8 million and achieved 75 per cent growth in advertising value equivalent from 2007 – with the emphasis firmly on demonstrating the versatility of potatoes, as well as their health, convenience and cost benefits to families and younger consumers.

Speaking at the recent Potato Summit to mark the launch of the autumn campaign, Kathryn Race, Potato Council marketing director, said: “Our research has shown than whilst many consumers are paying more attention to food prices and would buy more potatoes in a bid to reduce their weekly food bill, the misconception that they are fattening and take a long time to cook, together with a lack of inspiration means potatoes, among the young families in particular, are becoming increasingly restricted to weekend meals.

“What’s more, the latest ‘WRAP Food Waste Report’ shows whole potatoes are one of top ten foods that get thrown away. Evidence suggests that this is simply because consumers don’t know what to with them. During autumn we will demonstrate through a dedicated PR campaign that as the credit crunch tightens, by using potatoes and many other inexpensive existing store cupboard items consumers can create a range of nutritious and tasty meals that won’t break the bank.”