Heather Cox, flying farmers join forces in new IPC campaign
Heather Cox, flying farmers join forces in new IPC campaign
As the fourth season for a successful cross-country trip for the Big Idaho Potato Truck wraps up, the Idaho Potato Commission continues a creative and engaging national advertising campaign solidifying the state’s role as a leader in potato production. Originally built to celebrate the commission’s 75th anniversary, the 72-foot-long tractor trailer hauls an Idaho spud weighing in at 12,000 pounds, making this piece of traveling pop culture anything but a couch potato.
Frank Muir, president and chief executive officer of the Idaho Potato Commission, said the new campaign is already being chatted up. One of the new national television commercials features American sportscaster Heather Cox, a sideline reporter covering college basketball and football for ESPN, ESPN2 and ABC Sports.
“The commercial premiered at the Boise State versus Washington football game [on Sept. 5],” Muir told The Produce News. “It goes national in early October and runs through January.”
The commercial campaign will bring in other exciting elements, including flying Idaho potato farmers on a relentless aerial search for the iconic Idaho potato.
Muir said the commercials will be visible on live national cable programming, including the Food Channel and Food Network.
Consumers are also being engaged through use of social media. Muir said a special Facebook page is available. Recently, consumers had a chance to share photos and videos as well as enter the PotatoPlank Challenge. The competition, which closed on Sept. 13, allowed fans to compete for several Fitbits and a grand prize drawing of $500 donation to a nonprofit charity of the winner’s choice.
The Big Idaho Potato Truck and the Tater Team will roll out for its fifth road trip in the spring of 2016.