A promotional campaign for potatoes

Simultaneously in the UK and Ireland, the campaign organized by AHDB (UK) and BORD BIA (Ireland) of 3.6 million euros, co-financed by the European Union aims to change the attitude of consumers with respect to the potatoes.

The campaign wants to show that potatoes are nutritious, convenient and versatile. Can be used in innovative ways and perfectly adapted to a modern and dynamic lifestyle.

The campaign is aimed primarily at women, especially the 25-34 age bracket and provides several objectives:

- Inform and make known the multiple flavors and various uses,

- Make known the benefits of potatoes in terms of nutrition compared to other carbohydrates (rice, pasta)

- Increase the frequency of purchases.