PEI Potatoes will be on the small screen once again this year with a brand-new message and commercial.
“Made to Enjoy” is a new approach for PEI Potatoes, aimed more at the end-consumer than previous campaigns. Featuring children, the spot focuses on the final product while using humor to deliver the message. The commercial shows the young protagonist plotting revenge on her nemesis, who has been tormenting her with his slingshot. She develops and builds a “potato launcher” to enact her revenge but realizes she could never waste a PEI potato. She then realizes the best use of a PEI potato is on her plate as she dives into her baked potato.
The new campaign from PEI potatoes is aimed more at the end consumer than previous campaigns.
“It’s an entirely new direction we’re very excited about. It’s timely and speaks to those cooking at home more, which we know is growing due to our changing times,” says Kendra Mills, marketing director.
This new :30 spot was shot by Furrow Creative on PEI in the fall of 2020 using Island actors Morgan Saunders and Ben Docherty and directed by Brent Foster. It will air on TV in PEI and is featured in an online campaign in the main markets of Ontario and Atlantic Canada from January 18–March 14, 2021.
PEI Potatoes is also launching a new retail promotion. The Willy Wonka-influenced copper ticket-style promotion involves inserting branded copper tickets into PEI Potato bags destined for targeted markets. The winners will receive a culinary prize package, complete with a Meyer Canada pot, valued at $250.
In addition, visitors to www.madetoenjoy.ca can have a chance at the grand prize: a trip for two people to PEI’s Fall Flavours Culinary Festival. (The timing of the grand prize fulfillment is dependent on COVID-19 protocol and will only be fulfilled when travel is deemed safe by Prince Edward Island’s chief public health officer.)