A vibrant brand identity and integrated PR and marketing campaign will position Rudolph as the potato variety that caters for all tastes.
With its distinctive red skin, this premium red main crop potato is extremely versatile and reliable - delivering equally good results across most cooking methods.
Maria Paice, Fenmarc's Marketing Manager explains the rationale behind the move: "By developing a strong identity for Rudolph, we are able to clearly differentiate this outstanding all round potato. This is something that we believe is becoming more important for growers and packers to do, in what is an increasingly competitive sector. The new brand will enable us to fully maximise and highlight the benefits Rudolph offers our customers and the consumer - such as great taste and value, particularly as its versatility means Rudolph delivers when it's used for baking, mashing and roasting."
The new season crop of Rudolph potatoes will be available from September, we are confident that the 2011 crop will once again be of an extremely high quality. Maria added: "Rudolph is very much a tried and tested variety, it has performed consistently well over a number of years and has proven itself to be really reliable. The branding and the campaign are all part of our commitment and belief in the variety's future."
The launch will use TV chef and farmer's daughter Rachel Green to highlight Rudolph's versatility, a microsite demonstrating Rudolph's attributes including recipes and grower stories alongside a six month trade PR campaign and series of adverts.
Rudolph, Fenmarc's exclusive potato variety
