AHDB Potatoes campaign delivering result

Mid-campaign results from AHDB’s ‘New Packed Lunch’ campaign show it has reached millions, as it lands well with consumers.

Launched in February, the new wave of promotional activity puts the humble baked potato at the heart of lunchtime.

Recipe inspiration videos shown across Facebook, Instagram and Pinterest have been seen over 1 million times, demonstrating the ease, speed and topping variety jacket potatoes bring.

Influencer partnerships across social media, Britmums and Tribe has boosted conversation around jacket potatoes, highlighting their versatility and nutritional qualities.

Creating 17 million opportunities to see, influencer led live twitter chats using #JacketPotatoHacks trended at number 7 in the UK, alongside AHDB’s consumer brand #LovePotatoes and #AHDBPotatoes.

Jacket potatoes were pinpointed as the ideal candidate for promotion due to the huge number of lunches being consumed at home, as a result of the pandemic.

Delivering on, taste, good value and an array of toppings for any appetite, jacket potatoes bring something for everyone, from wholesome foodies, time-pressed families, convenience seekers and health conscious folk alike.

AHDB’s Strategy Director for potatoes Rob Clayton, said: “These initial results are a really positive sign that the campaign is landing well with consumers, bringing real value to growers and their levy.

With a few more weeks to go of promotional activity, farmers and industry can still get involved by sharing recipe videos and nutritional information using #TheNewPACKEDLunch, all available on the AHDB website. We look forward to seeing and sharing the full impact of the campaign once all the activity has finished.”

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