Campaign's drive boosted potato image
The Potato Council's summer Many Faces of Potatoes campaign has been hailed a major success, following positive industry and consumer feedback.
The impact of activity, which included national TV advertising and a consumer-facing road show, triggered a clear shift in awareness of the healthiness of potatoes, as well as their versatility and convenience.
The TV advert was aired on ITV and Sky Media channels in July to a target viewing audience of 3.6 million 25 to 44-year-olds.
After seeing the advert, 95% of consumers agreed that potatoes were healthy compared to 83% of non-viewers; an increase of nearly one million shoppers. During the two weeks of broadcast, the advert also increased visitor traffic to the Many Faces of Potatoes website by a third.
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In addition, a series of roadshows reached well over half-a-million shoppers, with over a thousand samples and recipe booklets handed out daily. Initial feedback from the stand again pointed to health being a cut-through message, with 71% of consumers saying it had positively changed their overall perception of potatoes as a healthy food.
Industry support was strong, as Gillian Kynoch, of vegetable grower Albert Bartlett explained. "With health and taste at the top of everyone's agenda, the Potato Council's advertising campaign really highlighted these wonderful attributes of potatoes," she said. "This should help stamp out any misconceptions and put potatoes at the top of shoppers' minds when they are looking for a tasty, easy and nutritious meal."
Stu Baker, the Potato Council marketing executive, said: "Many Faces of Potatoes has been an excellent platform to reach consumers. The TV advert was impactful in terms of raising health awareness and driving traffic to the website.
"The road shows provided additional opportunities for in-depth interaction with our core audience and provided much-needed recipe inspiration.
"The TV commercial played continually on our stand at each centre to attract consumers and we had a skilled chef on hand to cook three potato dishes every hour for sampling. "