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Idaho Potato Commission gearing up for potato promotions

The Idaho Potato Commission will feature two major retail promotions between October 2015 and March 2016. Seth Pemsler, vice president retail/international, said Idaho potatoes and Unilever/Country Crock have teamed up for the holiday promotion, “Buy, Get, Give.” This promotion will kick off Oct. 1 and run through Nov. 30. The second promotion is the 2016 Idaho Potato Lover’s Month Display Contest, held in partnership with Country Crock and Hormel/Real Bacon Bits. This contest runs from Jan. 11 through March 11.

“Buy, Get, Give” provides consumers an opportunity to buy two 45-ounce spreads and receive a free bag of Idaho potatoes.PromotionsOVExcitement is building with the approach of the 2016 Idaho Potato Lover’s Month Display Contest, which begins Jan. 11. The number of retailers participating in the annual contest continues to grow, as do the cash prizes and accompanying increases in retail sales. Seen here is a display that won in the 2015 competition. The commissary is located in Pearl Harbor, HI. (Photo courtesy of the Idaho Potato Commission) The promotion also has a charity tie-in to Feeding America. “We will be donating 160,000 pounds of potatoes, which is 32,000 five-pound bags,” Pemsler told The Produce News. Country Crock is also donating $15,000 to the charity.

Feeding America is the nation’s leading domestic hunger-relieving charity, feeding more than 46 million people.

Pemsler said the promotion was successfully tested in six retail chains last year. Retailers participating in the promotion this year will be able to take advantage of a variety of marketing materials to support the program, he added.

Special ads featuring Country Crock and mashed potatoes will be aired on national cable and prime time television networks during October and November.  Idaho potato blogger promotions will also run during October, November and December.

Pemsler put participation in last year’s display contest at 5,149 stores, and the number is expected to continue to grow. “Growth is due to the prizes, sales success at retail, and our teaching them the profitability of Idaho versus non-Idaho,” he told The Produce News. The addition of sponsor Country Crock has also been a plus, he added.

This contest has entered its 25th year, and the competition continues to get keener.

The contest allows retailers to create visually exciting, sales-driven product displays that feature Idaho potatoes, Real Bacon Bits and Country Crock spreads for at least one week during the contest period. Three store categories, based upon the number of registers, are available. Pemsler said free point-of-sale kits are available through the Idaho Potato Commission.

Display entries are limited to one per store, and entries must be received by the Potato Lover’s Month Display Contest Review Committee no later than March 25, 2016. Winners will be notified by June 3.

Further information about these promotions can be found at www.idahopotato.com/retail.

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