The New Packed Lunch campaign to champion the jacket spud

The versatility and adaptability of baked potatoes is the focal point of the latest wave of marketing activity, with Britons encouraged to extend the teatime favourite to a hot lunchtime alternative.

‘The New Packed Lunch’ campaign will run for a six-week period from 1 February 2021, using a suite of new digital adverts to gain maximum reach. The series of videos will demonstrate the ease and speed of part microwaved and oven baked jacket potatoes, all finished with a variety of toppings.

The campaign will run across Facebook, Instagram, Twitter and Pinterest with video content aiming to encourage as many consumers as possible to enjoy the nutritional, flavoursome and versatile qualities of the jacket potato. AHDB’s first Tik Tok account has been set up to provide further support.

Consumers will be directed to a campaign page on the newly refreshed Love Potatoes website. This will feature tips & tricks for preparing the perfect jacket spud plus exciting topping suggestions to suit any taste.

Opportunity for potatoes

The focus on a hot filling lunch is timely due to most of the country now working from home, with consumers on the lookout for both good value and nutritious meals. A hot jacket potato lunch can keep everyone fuelled with minimum effort and maximum taste. Plus, it’s an ideal base for using up last night’s leftovers!

Rob Clayton, AHDB Strategy Director for Potatoes:
 

"Recent times have proved to be challenging for many, with the urge for healthy, quality and versatile meals counterbalanced by the need to do things economically where possible."

"This is where the jacket spud comes in. They’re the Swiss army knife of meals and can be paired with almost anything and can suit almost everyone’s requirements. Creating your perfect jacket potato can be an exciting process, with a vast combination of accompaniments and different flavours to choose from."

"From meat-based toppings or classic cheese and beans to fresh salads or roasted veggies, there’s something for wholesome foodies, time-pressed families, convenience seekers and health conscious folk alike."

The catering industry is also rallying behind the campaign, with professional chefs and catering colleges planning their own activity in support of AHDB, which will be shared across their social platforms.

Resources for levy payers

Throughout the campaign, AHDB will be working in partnership with BritMums and Tribe to reach a wide range of consumers through their influencer networks. Each will provide appealing recipes and cooking tips, whilst reminding people of the health and nutritional virtues of the jacket potato.

Social media users can discuss the campaign, inspire others to get involved and share potato-related recipes, tips and tricks through the hashtag #TheNewPACKEDLunch.