Case study: Potatoes - More Than A Bit On The Side
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.