Potatoes. More Than a Bit on the Side
Greenvale are delighted to be helping to support the Agriculture and Horticulture Development Board (AHDB) with a new three year campaign. The campaign which is co-financed by the EU, has been designed to arrest the decline in the consumption of fresh potatoes and went live October 2015. With a substantial investment of €3.6m over a three year period, the activity is targeted at 22-44 year old women with a core audience of 25-34 year olds.
A decline in the frequency of fresh potato consumption becomes increasingly pronounced the younger the consumer so this has to be confronted to prevent a long-term market malaise. Perceptions about potatoes being fattening, time consuming to cook and so inconvenient are being directly addressed by a new potato ‘hero’ who takes centre stage in the communication.
The activity covers print and digital advertising, PR, Social media and website. For more information on the campaign, new recipes, potato hints and tips and much more visit www.lovepotatoes.co.uk