IPC garners awards for advertising campaign
IPC garners awards for advertising campaign
The Idaho Potato Commission had one thing in mind when it launched its 2007 retail ad campaign: to show retailers the power of stocking Idaho potatoes.
Not only did it accomplish that, but the comic book-inspired ads it used received accolades for being among the best in the industry. The ad campaign won numerous awards from the National Agri-Marketing Association and the Idaho Advertising Federation, beating out well-known campaigns like the National Pork Board's "The Other White Meat."
The playful ads launched in September and mixed comic book nostalgia with the power of the "Famous Idaho Potatoes" brand. Original artwork unique to the IPC campaign depicted well-known comic book scenes incorporating Idaho potato slogans, messaging and branding.
"The 'Idaho Potato' brand is just as recognizable as some comic book superheroes," Seth Pemsler, vice president of retail and international for the commission, said in a press release. "When you think of kryptonite, you think of Superman, and when you think of potatoes, you think of Idaho. What a great way to show retailers the power of selling the 'Idaho Potato' brand by featuring our famous potatoes in iconic comic book scenes."
The attention-grabbing ads, which are scheduled to run through August, communicate the IPC slogan "When you think potatoes, think Idaho" in different styles of comic book art like the Lichtenstein (tiny dots), superhero, romance, flirtatious and "Archie" styles. The campaign also features some well-known characters, like Superman, but with an Idaho potato spin. To reinforce the ads, the commission distributed to retailers stone beverage coasters that showcase four of the spots.
"The campaign received rave reviews, not to mention a few chuckles, from our retailers," Mr. Pemsler added in the press release. "It was so popular, we decided to add two more ads to this year's execution for a total of eight spots. Our retailers loved the beverage coasters. Not only did they increase awareness of the campaign, but they also were a fun reminder that consumers look for quality brands like 'Idaho Potatoes' in their produce department."
The humorous approach to promoting potatoes has been recognized by ad industry professionals, as well. The National Agri-Marketing Association, a leading professional association for professionals in marketing and agribusiness, recognized the campaign with six awards. It took top honors winning a National Best of NAMA Award, which beat out campaigns by the National Pork Board, Pear Bureau Northwest and Midwest Dairy Board.
The ads also received accolades from the Idaho Advertising Federation, winning a Silver Rockie Award in the direct marketing/specialty advertising category for the promotional coasters.
Not only did it accomplish that, but the comic book-inspired ads it used received accolades for being among the best in the industry. The ad campaign won numerous awards from the National Agri-Marketing Association and the Idaho Advertising Federation, beating out well-known campaigns like the National Pork Board's "The Other White Meat."
The playful ads launched in September and mixed comic book nostalgia with the power of the "Famous Idaho Potatoes" brand. Original artwork unique to the IPC campaign depicted well-known comic book scenes incorporating Idaho potato slogans, messaging and branding.
"The 'Idaho Potato' brand is just as recognizable as some comic book superheroes," Seth Pemsler, vice president of retail and international for the commission, said in a press release. "When you think of kryptonite, you think of Superman, and when you think of potatoes, you think of Idaho. What a great way to show retailers the power of selling the 'Idaho Potato' brand by featuring our famous potatoes in iconic comic book scenes."
The attention-grabbing ads, which are scheduled to run through August, communicate the IPC slogan "When you think potatoes, think Idaho" in different styles of comic book art like the Lichtenstein (tiny dots), superhero, romance, flirtatious and "Archie" styles. The campaign also features some well-known characters, like Superman, but with an Idaho potato spin. To reinforce the ads, the commission distributed to retailers stone beverage coasters that showcase four of the spots.
"The campaign received rave reviews, not to mention a few chuckles, from our retailers," Mr. Pemsler added in the press release. "It was so popular, we decided to add two more ads to this year's execution for a total of eight spots. Our retailers loved the beverage coasters. Not only did they increase awareness of the campaign, but they also were a fun reminder that consumers look for quality brands like 'Idaho Potatoes' in their produce department."
The humorous approach to promoting potatoes has been recognized by ad industry professionals, as well. The National Agri-Marketing Association, a leading professional association for professionals in marketing and agribusiness, recognized the campaign with six awards. It took top honors winning a National Best of NAMA Award, which beat out campaigns by the National Pork Board, Pear Bureau Northwest and Midwest Dairy Board.
The ads also received accolades from the Idaho Advertising Federation, winning a Silver Rockie Award in the direct marketing/specialty advertising category for the promotional coasters.
