Chafea

An informational and promotional programme in Great Britain (England, Scotland and Wales) and Ireland to market fresh potatoes

An informational and promotional programme in Great Britain (England, Scotland and Wales) and Ireland to market fresh potatoes

The Potato Potential programme will be an informational and promotional campaign in Great Britain and Ireland to market fresh potatoes primarily to 22-44 year old mothers with children living at home. The campaign will also target 22-44 year old pre-family women as well as doctors and nutritionists.

The key objective is to increase frequency of purchase of potatoes. To achieve this, the campaign will aim to re-engage consumers emotionally with the product; inform them of the great versatility, taste and convenience of potatoes and increase awareness of the health and nutrition benefits they offer. This will result in additional purchases of 350,581 tonnes across both countries during the three years of the campaign over predicted consumption levels if there were no such programme.

The three major actions which will work together to deliver an effective and impactful campaign are advertising across press, TV and digital channels to ensure maximum reach to the consumer and healthcare target audiences, public relations to harness the influence of the media to encourage consumers to cook more with potatoes, and a campaign website and social media profiles to create a digital hub from which to inform and engage consumers with the Potato Potential messaging.

The aim is to halt the long term decline in sales and consumption of fresh potatoes in Great Britain and Ireland amongst the key target audiences and generate market growth. The total amount foreseen for this campaign is: 4.600.000€.

Proposing organisation(s): 
Agriculture and Horticulture Development Board (ADHDB); Bord Bia - The Irish Food Board
Programme type: 
Multi
Target market: 
Internal Market
Target countries:
Product(s):
Approval Year: 
2015
Duration: 
3 year(s)
EU Organisation: 
No
Budget(s): 
Proposing country:
Campaign budget: 
1 000 000,00 €
EU contribution: 
500 000,00 €
Proposing country:
Campaign budget: 
3 600 000,00 €
EU contribution: 
1 800 000,00 €