The Potato Council turned consumer perception on its head in the capital this month by showing how easy it is to cook up spuds.
The trade body put on the spectacular display at the London Eye to show how to cook a simple potato dish - upside down.
The stunt was aimed at getting young adults to switch to spuds, as part of the Love Potatoes campaign.
In a purpose-built, portable kitchen that represents that of a typical young consumer - including everything from cupboards and cookers to microwaves and magazines - a contortionist cook created a simple potato dish from the Potato Council’s autumn recipe collection, while literally standing on her head.
The contortionist followed up with an appearance on ITV’s This Morning’s 21st anniversary show, where she cooked potatoes upside-down live on air, to accompany celebrity chef Phil Vickery’s fish dish.
Helen Moulton, Potato Council marketing executive, said: “This is a terrific display to really drive home the message that potatoes are extremely easy to cook among our target audience, young consumers.
“Research shows us that the younger generation is eating fewer potatoes and if we are to change their mealtime habits successfully, we must show them that they are exciting and, most importantly, can be used to create quick and simple week-night meal options.”
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