New consumer campaign unearths potato's goodness
New consumer campaign unearths potato's goodness
The Fresh Demand Working Group is set to launch an important signature campaign Jan. 15. "Potatoes: Goodness Unearthed" is the culmination of several months of in-depth consumer research by a leading New York-based international branding agency. Fresh Demand Working Group Co-Chair Tim O'Connor told The Produce News, "This is a campaign that will engage the entire industry."
The Denver-based organization works cooperatively with the U.S. Potato Board's Domestic Marketing Committee, United Potato Growers of America, state industry organizations and grower-shipper representatives.
An aggressive program to educate consumers about the nutritional value of potatoes began in 2004, and Mr. O'Connor said that the interest in branding potatoes with a signature message was a natural offshoot of the overall educational process.
"Though potatoes are consumed by 79 percent of U.S. households 1.8 times per week in-home, per capita consumption has steadily declined during the past 10 years -- as have many fresh produce items," the Fresh Demand Working Group wrote Nov. 16.
This decline, Mr. O'Connor indicated, can be tied to outdated stereotypes upon which potato consumption has been based. Consumers still think of potatoes as complements for steak or pot roast. These iconic images, however, are incongruent with the fast-paced lifestyles of today's Americans. "Nobody lives grandma's lifestyle anymore," Mr. O'Connor said. "We thought 2007 was the time to freshen the message."
The branding agency conducted 1,200 demographically balanced consumer research panels over the past six months, which Mr. O'Connor said provided a very accurate national snapshot of consumer interest in potatoes. "We looked at five different platforms," he said of the research. "All five tested positively, but two of these [stood out]."
Building upon research results, the campaign will focus on these two elements: repositioning the potato as a healthy commodity and presenting the potato's nutritious attributes in a manner that is relevant to today's consumers.
The Fresh Demand Working Group will work closely with the U.S. potato industry in the development of campaign materials that fresh growers and shippers can take to their retail partners. Ten separate national retailer partners will participate in the January kickoff. The idea, Mr. O'Connor explained, is that these partners can work with other stores to share knowledge gained during the campaign's inaugural activities.
The program will be integrated into the U.S. Potato Board's existing Best in Class and Best in Class Fast Track programs. "Seven Fast Track partners have seen results of the Best in Class program and want to get on board," Mr. O'Connor said.
The signature campaign is designed to help retail partners set up programs quickly and efficiently. According to Mr. O'Connor, the campaign will provide an important foundation for retailer partners who will then build upon the theme with their own individually tailored marketing programs.
In keeping with its goal to modernize the message, Mr. O'Connor said, "The challenge of increasing fresh potato consumption also includes finding exciting and convenient ways to make them quick and easy to prepare." The U.S. Potato Board recently partnered with SC Johnson during its national introduction of the new "Zip 'n Steam" microwave steam cooking bags. Over 5,000 in-store demonstrations were conducted cooking fresh potatoes.
A host of new potato varieties and specialty potatoes such as Fingerlings are capturing consumers' interests, and Mr. O'Connor said that the campaign will provide an excellent opportunity to show consumers just how diverse the potato category is.
Mr. O'Connor said that the campaign's message is clear: "'Potatoes: Goodness Unearthed' is intended to become a long-term, comprehensive industry effort to establish a lasting identity for potatoes in the minds of consumers."
The Denver-based organization works cooperatively with the U.S. Potato Board's Domestic Marketing Committee, United Potato Growers of America, state industry organizations and grower-shipper representatives.
An aggressive program to educate consumers about the nutritional value of potatoes began in 2004, and Mr. O'Connor said that the interest in branding potatoes with a signature message was a natural offshoot of the overall educational process.
"Though potatoes are consumed by 79 percent of U.S. households 1.8 times per week in-home, per capita consumption has steadily declined during the past 10 years -- as have many fresh produce items," the Fresh Demand Working Group wrote Nov. 16.
This decline, Mr. O'Connor indicated, can be tied to outdated stereotypes upon which potato consumption has been based. Consumers still think of potatoes as complements for steak or pot roast. These iconic images, however, are incongruent with the fast-paced lifestyles of today's Americans. "Nobody lives grandma's lifestyle anymore," Mr. O'Connor said. "We thought 2007 was the time to freshen the message."
The branding agency conducted 1,200 demographically balanced consumer research panels over the past six months, which Mr. O'Connor said provided a very accurate national snapshot of consumer interest in potatoes. "We looked at five different platforms," he said of the research. "All five tested positively, but two of these [stood out]."
Building upon research results, the campaign will focus on these two elements: repositioning the potato as a healthy commodity and presenting the potato's nutritious attributes in a manner that is relevant to today's consumers.
The Fresh Demand Working Group will work closely with the U.S. potato industry in the development of campaign materials that fresh growers and shippers can take to their retail partners. Ten separate national retailer partners will participate in the January kickoff. The idea, Mr. O'Connor explained, is that these partners can work with other stores to share knowledge gained during the campaign's inaugural activities.
The program will be integrated into the U.S. Potato Board's existing Best in Class and Best in Class Fast Track programs. "Seven Fast Track partners have seen results of the Best in Class program and want to get on board," Mr. O'Connor said.
The signature campaign is designed to help retail partners set up programs quickly and efficiently. According to Mr. O'Connor, the campaign will provide an important foundation for retailer partners who will then build upon the theme with their own individually tailored marketing programs.
In keeping with its goal to modernize the message, Mr. O'Connor said, "The challenge of increasing fresh potato consumption also includes finding exciting and convenient ways to make them quick and easy to prepare." The U.S. Potato Board recently partnered with SC Johnson during its national introduction of the new "Zip 'n Steam" microwave steam cooking bags. Over 5,000 in-store demonstrations were conducted cooking fresh potatoes.
A host of new potato varieties and specialty potatoes such as Fingerlings are capturing consumers' interests, and Mr. O'Connor said that the campaign will provide an excellent opportunity to show consumers just how diverse the potato category is.
Mr. O'Connor said that the campaign's message is clear: "'Potatoes: Goodness Unearthed' is intended to become a long-term, comprehensive industry effort to establish a lasting identity for potatoes in the minds of consumers."
