Potatoes rebranded as healthy, easy choice in new marketing camapign

The Potato Marketing Corporation has unveiled a new marketing campaign aimed at reversing a decline in potato consumption among young consumers in WA.

The campaign, by Rare, attempts to position potatoes as a healthy and easily prepared meal choice. The campaign is being backed with an ad spend of $1.8 million.

Rare head of strategy, Richard Beards said: “Research showed us that the millennial generation think potatoes are fattening and just too hard to prepare. The reality is that they contain no fat and can be whipped up in no time.”

The campaign taps into the popularity of TV cooking shows, “creating a series of closely shot mini, 30 second-meal creation advertisements”.

The campaign is supported by a website which provides nutritional facts and recipes.

To prepare for the campaign, Rare met with potato growers from Gingin to Pemberton in WA to “understand industry issues” as well as speaking to commercial chefs and nutritionists for cooking tips.

Miranda Ward


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