Industry body AHDB Potatoes has begun the first block of activity under its new EU-funded promotional campaign that aims to reverse the tide of dropping fresh potato consumption.
Food writer of the moment, Deliciously Ella, has been named as one of the bloggers who is expected to help support the campaign, as well as writers of the following well-known blogs: Slummy Single Mummy, Mum In The Madhouse, Amuse Your Bouche and The Daily Spud.
The campaign, which received £1.6m in EU funding in partnership with Irish trade body Bord Bia, is primarily targeting women between the ages of 22 and 44, with a core audience of those up to 35-years-old, through advertising in magazines such as Glamour, Heat and Closer,and digital marketing activity. AHDB Potatoes said this group has been chosen as it has a lower penetration and shopping frequency, and females are still the primary household shoppers so it expects the campaign will have the most traction here.
Nick White, head of marketing at AHDB Potatoes, said: “We are doing two main blocks of activity during the campaign year, which is running from October to July in line with the potato season.
“The first major piece of activity is beginning now when picking is taking place, and the next will take place at the end of May to tie in with the new potato season.”
AHDB Potatoes also has digital website banners available for suppliers and growers to use on their own websites, and artwork with campaign branding that can be used on lorries, but White said the tie-up with bloggers will give the campaign the biggest reach. “The reason that’s so important is the younger you are the more likely you will be influenced by peers,” he said. “Their reach is phenomenal and as impressive as any television programme. When they say things people listen, so it’s a key avenue for us.”
The campaign has been welcomed by key stakeholders in the potato industry, who have praised its “research and focus” and are “hopeful” about results.
Mike Scott, managing director of potato supplier Manor Fresh, said: “I have recently been briefed by Nick White with regards to the current AHDB EU campaign, which is concentrating on targeting the long-term decline in fresh potato consumption by actively communicating the positive health, convenience and taste attributes of potatoes through a variety of communication channels. To date, I have been really impressed by the research, focus and implementation of Nick’s campaign.”
Marketing director of Albert Bartlett, John Heginbottom, said he is pleased the AHDB is “facing up to” key issues. “We are experiencing continuing volume growth in our business but it doesn’t come easy, we are constantly looking at ways to engage and inspire the younger consumer,” he said.
“I like the look of the ‘not just on the side’ campaign, the AHDB are facing up into the key industry issues and I hope it delivers.”
Greenvale’s retail commercial director Andy Clarkson said he is “hopeful” that the campaign will bear fruit for the industry. “Many of the key stakeholders are already engaged in the process, and as this is a three-year campaign, we can expect to see improvement coming through slowly, but over a longer period due to more consistent messaging,” he said.
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