Princesse Amandine potatoes are undergoing an ambitious marketing plan. Alex Lauriot-Prévost, Head of Marketing for the Princesse Amandine Association says “we want to make Princessse Amandine the Pink Lady of potatoes”. The firm-skinned white potato was developed by Germicopa in 1994. They have a €2 million budget over three years for the advertising campaign (led by Publicis).
Princesse Amandine's production is spread over 2,000 hectares and reaches 42,000 tons, of which 80% is sold to large and medium retailers. By 2020, the aim is to reach 60,000 tons and be leaders in firm-skinned white potatoes.
Eight waves of adverts will appear on television over 9 months (September to May) and packaging has been completely renewed (by the Carré Noir agency, subsidiary of Publicis).
Princesse Amandine had been present in all large retail stores until 2008, when the brand decided to make the brand name obligatory on all packaging. The retailers did not approve of this and in 2008 only three retailers kept Princesse Amandine. However, measures deployed by the association (who have a €1.2 million budget in terms of communication) mean that they have had an average increase in volume of 17% per year. These results will make retailers change their mind, and the new marketing campaign is a step forward for Princesse Amandine.