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Potatoes: More Than A Bit On The Side

Client: AHDB
Brand: Fresh Potatoes

The challenge
Over the last two decades Fresh Potato sales have seen a significant decline falling by almost 50%. We were challenged to halt the decline, increase consumption and protect the category long term.


Audience insight
The campaign target audience is 25-45 year old women; however we looked to focus on the younger millennial audience as this group tends to set behaviour for others to follow. Research groups showed that potatoes are not part of modern contemporary life and our audience aren’t including potatoes in their mid-week meals therefore we need to re-educate and offer solutions. It was apparent that the perceptions of potatoes among our audience were fairly negative with many seeing potatoes as fattening, when actually they are fat-free and a positive source of nutrition.

The three-year campaign that launched in October 2015 positions potatoes as a relevant and convenient food which is healthy, tasty and versatile. All dishes promoted as part of the campaign are low in calories and take under 30 mins (prep to plate) to fit into our audiences healthy and time poor lifestyles.

The campaign spans across advertising, PR, digital, social and partnerships.

Results
Across the campaign launch activity, independent tracking indicated that 41% of the target audience recalled the campaign and directly increased consumption as a result.

The Facebook community has grown rapidly to over 50k, and the campaign website is receiving thousands of visitors each week. Through PR, the campaign had over 80 pieces of quality coverage across the first two months, with high profile pieces in Have I Got News For You, Huffington Post, Independent and The i.

One more thing
Our cheeky character Bud fronts the campaign and is voiced by Simon Greenall – also the voice of a famous Meerkat (Aleksandr).

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