Potatoes – ‘more potassium than three bananas’, ‘naturally salt free, fat free and low in sugar too’, ‘nature’s done the hard work – just cook, no need to peel or rinse’. These are all fantastic claims but which has the most impact? That decision is down to the industry, as Potato Council asks levy payers to choose the promotional message to lead the ‘One Voice’ campaign through 2015.
Five new concepts have been developed to boost the campaign and increase consumer recognition of the benefits of potatoes. Each one has been uniquely designed and the most popular message will then be used across a range of promotional material for industry to use including car stickers, posters – and new for 2015 – farm banners.
Nick White, Potato Council head of marketing and corporate affairs, said: “Industry input into the look and feel of the material we produce is just as important as sharing it, which is why we are asking for feedback on what our key message should be. After all, by playing an active role in deciding its focus, we hope industry will feel more involved and committed to supporting the One Voice campaign. So please, have your say – make sure you vote for your favourite concept today.”
All of the shortlisted messages have been developed using detailed research to identify phrases and language that most resonate with consumers. Now it is just a case of industry voting for its favourite by Friday 10th April. To vote, simply visit; www.potato.org.uk/promotion/one-voice/vote and click on the preferred concept.