UK: Michelin Chefs cook with Albert Bartlett potatoes

Albert Bartlett, the UK’s leading grower and packer of potatoes, is launching its autumn 2014 television and poster advertising campaign, starring its award-winning branded potatoes alongside two of its long-term ambassadors and UK’s top awarded chefs, Andrew Fairlie and Michel Roux Jr. Working together on this campaign follows a partnership between these two leading British chefs and the fresh produce company that spans more than 10 years, based on their mutual appreciation of premium, family grown, fresh produce.

Both chefs use Albert Bartlett potatoes in their respective Michelin starred restaurants, Andrew Fairlie @ Gleneagles and Le Gavroche, and are generous in their support of Albert Bartlett’s sound values of quality, consistency, heritage and trust through the chain of field, packing and final product.

The campaign, created by creative agency Holmes Hobbs Marcantonio (HHM) comprises three thirty-second ads entitled ‘Fairlie & Farms’, ‘Pastures New’ and ‘Voilà’ that invite the viewer into Fairlie and Roux’s long history with the suppliers. They demonstrate the delicious, high quality British products that they use, with Albert Bartlett potatoes being an integral part of their ingredients. Fairlie focuses on his highly praised use of locally sourced ingredients while Roux taps into concerns on food waste and shows the viewer that potatoes are versatile and with his economic recipe there is very little waste – the skins can be just as delicious as a creamy mash! He shows the consumer how to make ‘Potato Skins Au Gratin’.

Michel Roux Jr says, “I’ve always believed that the best food comes from the best raw ingredients, which is why I’ve served Albert Bartlett potatoes in Le Gavroche for over twelve years now. Their consistent high quality and superb taste mean that I can rely on them to delight my exacting customers every time.”

The adverts will be first seen on Monday 20th October and will run through to Christmas. The Andrew Fairlie commercial will air in Scotland only and the Michel Roux ads will be seen across the whole of the UK. This represents a heavyweight campaign, which will reach 84% of the key main shopper target, who will each see an Albert Bartlett advert over seven times. The TV ads will be supported by a 6-sheet poster campaign displayed outside selected supermarkets.

The new ads feature several of Albert Bartlett’s exclusive branded potato varieties including the Golden Supreme Salad, the deliciously nutty Apache and the UK’s most popular branded potato, the Rooster, and will fuel the nation’s on-going love of exciting cookery and great British food. The new ads will fuel the nation’s on-going love of exciting cookery and great British food, and viewers can share exclusive recipes from both chefs on www.albertbartlett.co.uk.

Andrew Fairlie says: ““At Restaurant Andrew Fairlie we use only the freshest and best quality produce and we buy local whenever possible – that’s why I’m delighted to serve Albert Bartlett potatoes. You can see who grew the potatoes on every bag and their taste is excellent.”

Michael Jarvis Head of Marketing at Albert Bartlett explains, “We’re delighted to announce this continued substantial investment in the Albert Bartlett brand. The ads continue on from the 2013 campaign with Michel Roux Jr and Andrew Fairlie. Both chefs have served Albert Bartlett potatoes for over a decade because of their consistent high quality, taste and versatility. They emphasise not only that the country’s top chefs have trusted our potatoes for over a decade, but also our commitment to quality every step of the way from field to fork.”

For more information:
Kate Wake-Walker
Wake Walker PR
Tel: +44 7798600407
Email: wwpr@btconnect.com