To appeal to a growing number of time-poor shoppers looking for a fast and healthy meal, the British Potato Council is focusing its autumn potato promotions on convenience while continuing to underline the health benefits of eating potatoes.
Television, local radio, newspapers and magazines will all be used to target shoppers. The BPC also has point-of-sale material for retailers encouraged by its recent health campaign and wishing to promote convenience in store.
BPC marketing executive Kathryn Race said convenience was chosen as a theme following consumer research that revealed consumers have more disposable income but less time to shop, households are smaller and there is a general lack of cooking skills.
The council is also encouraging growers, suppliers and buyers to link with the theme 'Potatoes everyday, anyway' including a 'Take a potato to work'initiative. Individuals are needed to hand out lunchtime packs to commuters at train and bus stations and in city centres as part of planned PR 'stunts' nationwide.
Other themes encourage busy, modern households to use potatoes under a 'Dinner time dilemma' theme while '7 days, 7 ways' demonstrates that potatoes provide solutions for every meal occasion.
Race said: "There's a significant role for industry to help make this very successful and we will assist companies wanting to adapt themes as part of their own promotional activities."
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