AHDB Potatoes: Marketing
Learn more about the marketing and educational work we do to promote potatoes to the consumers.
Bud the Spud lockdown Campaign (May - July 2020)
In response to the market dynamics created by COVID-19, there was a need to create additional demand in retail and drive volume in sales to attempt to make up for some of the losses through foodservice.
Between May and July this year our marketing team ran a successful campaign which aimed to keep potatoes relevant to consumers while educating them about their versatility, ease of use and health benefits.
Advertising channels and results
- Catch Up TV: during a three-week period our adverts had been seen by over 715k people
- Retailer digital posters prompted purchase: the posters were seen by over 570k people
- Social media: our videos were viewed by over 1.3m users which resulted in over 50k visits to the lovepotatoes.co.uk website
- Thirteen social media influencers reached 442k followers resulting in almost 12k likes, comments or shares
- Organic and paid support drove over 148k users to the website who viewed over 231k pages
- Posts were seen over 5.2m times (impressions) across Facebook, Instagram and Pinterest
- 3,623 new Facebook and Instagram followers signed up
Bud the Spud (2015-2018 Campaign)
Younger people thought potatoes were bad for their health and difficult to cook. As a result, sales were dropping 3% year-on-year.
‘Bud the Spud’ fronted a three-year marketing drive in partnership with Bord Bia, which through easy recipes showed how potatoes are fat and gluten-free.
Timed with when potatoes were readily available, posters went up on the London underground, and adverts ran on YouTube and in print. Bud the Spud himself proved popular and gained thousands of fans on social media.
Our work helped change opinion towards potatoes. There was a 14% increase in the number of people agreeing potatoes are healthy, a 15% increase in potatoes being an essential part of any diet, and 17% more knowing that potatoes are naturally fat-free.
Sales of fresh potatoes also rose year-on-year for three of the four years the campaign ran, with a total increase in volume of 2.2% from 2015 to 2018.
Education - Grow Your Own Potatoes
Launched in 2005, Grow Your Own Potatoes (GYOP) was one of the first primary school based growing projects. Since then, it has become the largest of its kind with over 5 million children taking part in learning where potatoes come from, how they grow and the health benefits.
This project helps children understand where food comes from and the effort that farmers have to put in to deliver all the great potatoes we find in the supermarkets, which results in a positive effect on the reputation and recognition of British Farmers. Understanding how potatoes fit in a healthy, balanced diet is essential for growing children. By learning that potatoes are full of important vitamins and minerals, and also part of starchy foods category, which is a good source of energy, children can become more likely to make better food choices as they grow.