The Jersey Royal Company is making a bid to prevent people getting up to put the kettle on with its inaugural national TV ad.
The prime-time advert is the first TV campaign produced by any of the island’s suppliers outside of the generic state of Jersey promotion, last seen five years ago, featuring the voice of Joanna Lumley.
Since the company’s range launch last year, the products have gained additional listings with Tesco, The Co-operative and Ocado.
The business has invested more than £300,000 this year as part of an overarching five-year strategy.
The commercial is one element of a larger campaign by The Jersey Royal Company this year to support awareness of the brand. It includes advertising on the London Underground network, in-store retail promotions, street sampling and culminates with an appearance at this year’s Taste festival in London’s Regents Park.
The company’s managing director, Tom Binet, said: “The television advert marks an exciting time in the evolution of both The Jersey Royal Company brand, business and strategy as a whole. The aim of the advert is simply to highlight the taste, tradition and quality of The Jersey Royal Company potatoes - as apposed to Hollywood starlets. In any case, Charlie Sheen was too busy!”
The Jersey Royal Company advert premiers on Monday in the advertisement break in Coronation Street at 7.30pm.
Binet added: “Each year we are seeking to expand our activities and presence in order to grow the brand awareness. Our season lasts a little over 16 weeks, in which time we have to produce enough sales to support a year-round function.”
“Our season lasts a little over sixteen weeks, in which time we have to produce enough sales to support a year round function."
Jersey Royal potatoes are usually planted in January and February and harvested from March until June when the season ends.
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