Social media success stories
Social media success stories
The numbers say it all: With engagement rates up 40 percent year over year, the Idaho Potato Commission’s social media community of more than 200,000 followers continues to expand on Facebook, Instagram, YouTube, TikTok and Pinterest. On Instagram and Facebook alone, IPC posts generated 20 million impressions, driving more than 1.6 million engagements from fans across the country for the year ending Aug. 31, 2025.
“IPC’s how-to recipe videos, quick Tater Tips and trending food content inspire consumers and keep Idaho® potatoes top of mind in the grocery aisle,” said Jeweldean Hull, IPC managing director. “Short, helpful recipe videos and easy meal ideas give followers reasons to cook with Idaho potatoes, while behind-the-scenes clips and grower features reinforce the unmatched quality that sets Idaho apart.”
Ross Johnson, IPC vice president of retail, said the commission’s retail promotion directors can serve as excellent resources for retailers looking to learn more about how the Idaho brand is engaging with younger generations through social media. “Our vibrant social media presence ensures that we’re meeting every generation of grocery shoppers where they seek out information about their favorite brands,” said Johnson. “We can show retailers why their shoppers are looking for the ‘Grown in Idaho’ seal and why quality is more important than price for these consumers.”
What’s in a name
For a standout social media success story, look no further than IPC’s playful “What’s Your Potato Name?” campaign during National Potato Month in September, said Hull. “The post invited fans to discover their potato alter ego and quickly went viral, sparking thousands of comments, shares and duets and earning 20.8 million impressions across platforms,” she said. “People shared laughing emojis, tagged friends and shared their hilarious potato names. When that happens, you are not just part of the conversation — you are influencing shopping decisions and building brand loyalty.”
Capitalizing on that momentum, IPC continues to promote interaction between the Idaho potato brand and its legions of fans. IPC’s Potato Moods graphic, for example, has received more than 50,000 likes and 4 million views, while lighthearted “spud memes” remain among IPC’s most popular posts. Click-throughs on the Where to Buy Idaho® Potatoes link have increased nearly 10 percent in the past year. And a September meme celebrating National Potato Month generated more than 45,000 likes and 1 million impressions.
Connecting with consumers
IPC’s partnership with Buzzfeed Tasty, the world’s largest digital food network, further amplifies the Idaho potato’s reach with shoppers. “Through co-branded recipes, IPC is projected to reach more than 16 million highly engaged food lovers this year, connecting digital inspiration directly to purchase intent,” said Hull.
In the works are plans to increase social media options for buying Idaho potato apparel, hats, Spuddy Buddy mascots and other swag currently sold at shop.idahoptoato.com. “Our Instagram store is connected, and we are working on connecting the Idaho potato merchandise shopping experience with Amazon, Pinterest and TikTok,” said Hull.
IPC also is launching a consumer social media promotion for its brand new potato seasoning, Top That Tater. The chef-inspired product is designed to pep up any potato dish, said Hull, but it makes a tasty addition to any kind of savory selection.
“We’re dedicated to deepening Idaho potato engagement with our core audience while attracting younger consumers through strategies like an expanded TikTok presence, creative partnerships with other food and produce brands, and a cohesive visual identity across platforms,” said Hull.
