After 4 years of campaigns in France, CNIPT launched a new "Potatoes are the base" campaign at the beginning of the year, with a clear objective "to be better in tune with the new challenges facing the French potato sector and the changes in consumer behavior," namely the drop in consumption of fresh potatoes. What is the impact of this new campaign?
Snapshot @lespommesdeterre YouTube. The campaign is based on three advertising films featuring a family out for a walk with their child, sports enthusiasts running and a young couple on their bikes.
Boosting consumption
CNIPT wants to "make potatoes a must-have" and "boost the consumption of fresh potatoes on the French market" by creating a "potato instinct." With its slogan "Potatoes are the base", the sector wants to establish potatoes as "the basis of a balanced diet, the basis of creative and trendy recipes, and the basis of a meal in line with current culinary trends."
"Very positive advertising post-test"
A post-test was carried out at the beginning of February by OpinionWay. "32% of the respondents remember having seen the ads (vs. 34% in 2019). The campaign is well understood, with 36% of the respondents correctly identifying the scenario of the spots. The campaign has generated good levels of incentives. 77% of the respondents feel more incited to vary their potato-based recipes, 75% of the respondents feel motivated to prepare potatoes for one of their next meals, and 73% of the respondents claim they are more likely to buy potatoes in the near future.
Overall, the campaign ads are highly appreciated for their originality, humor and characters, with an average rating of 6.7/10. The catchy slogan has won an average score of 7.1/10. Respondents have a slight preference for the "family" ad, which they claim to identify with better, with a score of 6.9/10, as well as the "joggers" ad with a score of 6.5/10. The family ad shows more of a daily routine (85%) than the joggers (82%). These initial results show that the new image strategy, which sees the potato as the basis of a balanced diet is already making its mark."
For more information:
Comité National Interprofessionnel de la Pomme de Terre
43-45, rue de Naples
75 008 Paris
Phone: 01 44 69 42 10
www.cnipt.fr