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Fresh Potatoes

29 July 2015

EU Campaign shows that potatoes are
More than a Bit on the Side!

AHDB Potatoes’ three-year, €3.6m EU co-financed joint venture campaign with Bord Bia aims to change consumer attitudes towards potatoes being “More than a Bit on the Side”.

With levy payer support through use of online assets available through the One Voice page, or even supporting social media activity, there is an even greater chance of this disruptive and engaging campaign reaching a wider audience and having a positive impact on the industry right the way through the supply chain.

The three-year programme will inform and educate consumers, through key opinion influencers, together with highly targeted activities demonstrating that potatoes are nutritious, convenient and versatile and can be used in innovative ways suitable for a busy, modern lifestyle. The campaign which is aimed at females aged 22-44 with a key focus on 25-34 year olds aims to:

  • To increase frequency of purchase
  • To re-engage consumers emotionally
  • To inform consumers of the great taste and versatility
  • To increase perception that potatoes are convenient
  • To build awareness of the added health and nutritional benefits of potatoes in comparison to competitor carbohydrates

Nick White, head of marketing and corporate affairs for AHDB Potatoes, commented “This extra funding from the EU gives us the opportunity to increase our marketing activity in promoting the healthy and nutritious values of potatoes. We want to make sure that consumers see them as relevant and desirable. They are fat free, salt free and low in sugar, have fewer calories than pasta and rice and are incredibly versatile – the extra funding will give us a boost and help to ensure that consumers are getting the message loud and clear”.

Advertising in high profile consumer magazines as well as impactful online banners to drive traffic to the newly developed Love Potatoes website, with a much improved user journey and more visually appealing use of photography.

There will also be a large presence on social media, pushing advocacy with consumers able to share recipes and nutritional information through familiar channels such as Twitter, Facebook and Instagram.

Levy payers can request assets as part of the One Voice campaign to use on social media or online – visit the One Voice page to find out how to get hold of them, and more about how you can get involved to amplify campaign messages.

For any queries regarding the campaign, please get in touch with Stu Baker on 024 7647 8775.