To increase the reach of this scientifically based nutrition message, USPB enlisted the help of Hungry Girl, the nationally recognized multimedia brand created by Lisa Lillien, which includes a popular web site, a free daily email service, eight bestselling books, a television series and countless other TV appearances.
As the centerpiece of the new "Guilt-Free Potato Goodness"marketing campaign, the board is tapping Lillien for her unique ability to speak directly to calorie-conscious Americans from a "friend in-the-know"perspective. The campaign features a range of online and offline elements, including:
- Advertising and sponsored content on the Hungry Girl site, which reaches over a million visits per month, as well as in the companion email newsletter which reaches a daily audience of 1.2 million
- Development of original potato recipes that will be showcased in ads on the Hungry Girl site, as well as on the USPB's website PotatoGoodness.com, in addition to inclusion in a print booklet that will be distributed at blogger conferences such as the recent International Food Bloggers Conference and, potentially, in various supermarkets across the country.
- Participation in the judging of a national guilt-free potato recipe contest with the winner receiving a trip for two to Los Angeles, including a meet-and-greet with Lillien at the new Hungryland headquarters
- Social media activation on Facebook and Twitter, including a Facebook chat on the USPB's "Potatoes Taters and Spuds"page in December 2013
- Promotional press appearances and interviews
The program is specifically designed to reach the USPB's target audience defined as "Linda,"women 25-54 years old with kids under 18 at home. Linda represents about a third of all households in the U.S. and is responsible for about half of all potatoes consumed. One of Linda's defining characteristics is she's online 20 percent more than her peers. Partnering with an online influencer in the weight management space makes sense for the next iteration of a decade-long nutrition education campaign.
"Hungry Girl has developed the kind of loyal following of weight-conscious consumers that fits in perfectly with our marketing objectives,"said the USPB's PR Manager, Meredith Myers. "Her relatable humor, insights, reviews and tasty recipes are proven to be a powerhouse combination with millions of Americans who are seeking guilt-free delicious alternatives when they hit the grocery aisle."
About the United States Potato Board
The United States Potato Board (USPB) is the nation's potato marketing and research organization. Based in Denver, Colorado, the USPB represents more than 2,500 potato growers and handlers across the country. The USPB was established in 1971 by a group of potato growers to promote the benefits of eating potatoes. Today, as the largest vegetable commodity board, the USPB is proud to be recognized as an innovator in the produce industry and dedicated to positioning potatoes as a nutrition powerhouse -- truly, goodness unearthed.
About Hungry Girl
Lisa Lillien (a.k.a. Hungry Girl) has turned her appetite for better-for-you food finds, recipes, and swaps into a multimedia phenomenon -- from a free daily email service with more than 1.2 million subscribers (hungry-girl.com) to a super-successful book series and a hit cooking show that airs on both Food Network and Cooking Channel. Her realistic approach to eating has shown hungry people everywhere that they can eat the foods they crave and still fit into their favorite jeans. Lisa is not a nutritionist, a dietitian, or a doctor. She's just hungry...
Source: United States Potato Boar
