With a major new campaign to promote fresh potatoes across Britain and Ireland about to break, AHDB Potatoes and Bord Bia (the Irish Food Board) are calling on industry to get behind it and help change the way consumers think about potatoes.
The first burst of joint venture promotional activity, secured with EU co-funding, will appear from 5 October. Aimed primarily at younger consumers, in particular 25-34 year old females, the campaign will position potatoes as a relevant and convenient food which is healthy, tasty and versatile.
Fun and impactful advertising will run in high profile lifestyle magazines and on digital channels, using a cheeky potato character and a hero dish to show that potatoes are ‘more than a bit on the side’. This message will be further supported by extensive social media activity, blogger and vlogger partnerships, recipe development and a nationwide PR campaign.
To maximise the campaign’s impact during October, the industry is being encouraged to step-up activity to promote potatoes.
