UK: Potato promotion hits summer high
The advertisement, which features five scenes portraying the ‘Many Faces of Potatoes’, will run across ITV (breakfast and daytime) and Sky Media channels from 9 to 22 July. Using a range of figureheads, including a Potato Ambassador, Michelin Star chef, food blogger, school pupils and the winner of the consumer recipe competition, the advert will highlight the versatility and convenience of fresh potatoes.
Consumers will also get to try tasty new potato recipes at a series of roadshows taking place throughout the summer. The activity marks the culmination of the second year of the three year campaign. This was launched in 2010 to promote fresh potato consumption in Great Britain, France and Belgium.
Stu Baker, marketing and PR executive said: “This is a hugely exciting time for the campaign, which brings together a range of activities that have been running over the last nine months. Our competition, fronted by TV chef James Martin, encouraged members of the public to share their ‘30 minute’ potato meal ideas at www.manyfacesofpotatoes.co.uk. The best recipes were selected from a group of regional finalists by a panel of food experts including James. It was Angie Slater’s dish of ‘Smoked Salmon and Potato Cakes, Soured Cream and Chives’ that was chosen to be in the final advert.
“Angie will take part in our two-day event in Manchester, showing off her winning recipe. The roadshow will also visit four other major locations, letting consumers sample delicious potato dishes and take away positive messages about potatoes.”
The full 60 second advert also features recipes from Potato Ambassador and Kent-based grower Matt Spanton, renowned Michelin starred chef Simon Haigh, pupils from St Thomas School in Notting Hill and food blogger Anne Faber – alongside Angie. Together they will demonstrate the many ways potatoes can be used to create tasty, enjoyable and above all quick and healthy meals, for people with busy lifestyles.
A shorter 30-second version of the advert, using three of the recipes, will also run alongside TV programmes that are relevant to the target audience of 25-44 year olds. Both adverts will also be used online and as part of Potato Council’s digital activity to extend their reach. More details about the advert air dates and featured channels will be posted on www.potato.org.uk from 3 July 2012.
The Many Faces of Potatoes campaign first introduced ‘Potato Week’ last year. The campaign resulted in PR coverage of £4.2 million and generated 200,000 visits to the website (2011-2012) and a wealth of recipe ideas, tips and nutritional information.
The final year will involve a similar range of activity, which commences with Potato Week from 1-7 October 2012. This promotional event gives the entire supply chain a great platform to show off the positive characteristics of potatoes, including their different textures, tastes and uses.
Stu said: “Potato Week is a unique opportunity for the potato industry to join forces and deliver a consistent, positive message about potatoes. This will have a greater impact on the nation and encourage consumers to not only eat more potatoes but also trade up when shopping. Promotional material and messaging will be available for industry to use but we would also urge all sectors to start thinking about ways to incorporate activity into their own marketing and business plans.”