IPC debuts new TV commercials
IPC debuts new TV commercials
NEW YORK -- As the fall potato harvest gets ready to kick off, the Idaho Potato Commission returned to the media capital of the world Sept. 20 to celebrate and explain its significance, as well as to unveil two new commercials that star fitness icon Denise Austin, its spokesperson.
"We are here celebrating the Idaho potato harvest, and [we] think of New York as the second home of Idaho potatoes, as we sell more potatoes in New York state than any other state in the U.S.," Frank Muir, president and chief executive officer of the IPC, said during a morning reception at Chelsea Piers, a well-known sports and entertainment venue here.
Ms. Austin, who hosts two popular fitness shows that air on the Lifetime network and who has made over 50 videos and authored nine books on fitness and health, has been the IPC's spokesperson for almost four years and just recently inked an agreement to continue in that role, Mr. Muir said. "We are excited to have such a wonderful spokesperson and a wonderful role model for responsible eating," Mr. Muir said.
"It is all about what you eat, how you move and keeping active," Ms. Austin said. "Exercise and eating right go hand-in-hand. You need to eat an array of fruits and vegetables, and I am proud to be a part of Idaho potatoes."
Mr. Muir debuted the commission's new ad campaign, two 30-second commercials produced by Santa Barbara, CA-based ad agency Evans, Hardy & Young Inc., which show Ms. Austin in a relaxed gym setting exercising and talking about the health benefits of Idaho potatoes.
During one of the commercials, Ms. Austin says that a well-balanced diet is necessary for the energy required to exercise.
"Do you want energy?" she asks. "Then eat Idaho potatoes."
The commercials, which are scheduled to air on major television networks from mid-October through May in 30 cities across the United States, also urge consumers to look for the "Grown in Idaho" seal to counter the assumption among many consumers that all potatoes are created equally and come from Idaho.
"Denise brings so much credibility to our message, a message that has always been true," Mr. Muir said. "She has been tireless in promoting our message, especially with our target audience -- women ages 25-54."
That credibility helped the IPC through difficult times with the recent low- carbohydrate diet craze. "The whole theory was proven false, but elements of it still permeate society," he said. "It is proven that you have got to have complex carbs, and we have fought our way through this using Denise. We hope her credibility has set this straight."
Mr. Muir was "excited" for this year's crop, which he said had "good quality, consistency and size. We will harvest about 12 billion pounds from 328,000 acres. There will be a lot of spuds coming our way."
"We are here celebrating the Idaho potato harvest, and [we] think of New York as the second home of Idaho potatoes, as we sell more potatoes in New York state than any other state in the U.S.," Frank Muir, president and chief executive officer of the IPC, said during a morning reception at Chelsea Piers, a well-known sports and entertainment venue here.
Ms. Austin, who hosts two popular fitness shows that air on the Lifetime network and who has made over 50 videos and authored nine books on fitness and health, has been the IPC's spokesperson for almost four years and just recently inked an agreement to continue in that role, Mr. Muir said. "We are excited to have such a wonderful spokesperson and a wonderful role model for responsible eating," Mr. Muir said.
"It is all about what you eat, how you move and keeping active," Ms. Austin said. "Exercise and eating right go hand-in-hand. You need to eat an array of fruits and vegetables, and I am proud to be a part of Idaho potatoes."
Mr. Muir debuted the commission's new ad campaign, two 30-second commercials produced by Santa Barbara, CA-based ad agency Evans, Hardy & Young Inc., which show Ms. Austin in a relaxed gym setting exercising and talking about the health benefits of Idaho potatoes.
During one of the commercials, Ms. Austin says that a well-balanced diet is necessary for the energy required to exercise.
"Do you want energy?" she asks. "Then eat Idaho potatoes."
The commercials, which are scheduled to air on major television networks from mid-October through May in 30 cities across the United States, also urge consumers to look for the "Grown in Idaho" seal to counter the assumption among many consumers that all potatoes are created equally and come from Idaho.
"Denise brings so much credibility to our message, a message that has always been true," Mr. Muir said. "She has been tireless in promoting our message, especially with our target audience -- women ages 25-54."
That credibility helped the IPC through difficult times with the recent low- carbohydrate diet craze. "The whole theory was proven false, but elements of it still permeate society," he said. "It is proven that you have got to have complex carbs, and we have fought our way through this using Denise. We hope her credibility has set this straight."
Mr. Muir was "excited" for this year's crop, which he said had "good quality, consistency and size. We will harvest about 12 billion pounds from 328,000 acres. There will be a lot of spuds coming our way."
