Baked potato campaign will be right on target

A new marketing campaign to promote the benefits of the baked potato will use in-depth consumer analysis to pick the right spud selling point for each segment of the market.

The campaign will be launched by the Agriculture and Horticulture Development Board (AHDB) in February with a budget of £150,000. It follows a £100,000 burst in the summer that promoted potatoes during the lockdown.

The health conscious will be told about the nutritional benefits of the potato, while those who need to feed a growing family on a budget will be reminded of the convenience baked potatoes can provide at a pocket-friendly price.

The campaign will be executed across social media channels, where AHDB Potatoes already have over 250,000 followers across specific consumer focussed accounts on Facebook, YouTube, Instagram and Twitter. Additional budget will be allocated to reaching new people on digital channels.

The campaign will feature a new suite of designs that will be available to share with AHDB’s levy payers in the New Year. This means that AHDB’s summer campaign was likely the last to feature ‘Bud the Spud’ the cheeky sunglass wearing potato that originally featured in 2015 as part of a £4m four year campaign joint with Bord Bia in Ireland.

Photo credit – Charlie Richards Photography Limited – Nexus PR

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