The New Packed Lunch Hit the Spot for Lockdown Lunchtimes 

Consumers have shown their love for the humble spud, with AHDB’s latest jacket potato campaign receiving over 55.3 million social impressions during its six-week period.

The New Packed Lunch’ campaign ran across Facebook, Instagram, Twitter, Pinterest - and an AHDB first - onTikTok, to remind consumers of the virtues of the classic baked potato. 

Receiving over 2 million views, the four new videos were created and tailored to the different wants and needs of specific audience groups, which were then amplified on social media to demonstrate the ease and speed a jacket potato lunch offers.   

The campaign also enlisted the help of influencers and networks such as BritMums and Tribe to help inspire lockdown family lunchtimes with potato recipes and tips, and the campaign hashtags even trended on Twitter at number 7 in the UK.  

The Love Potatoes website received a revamp, with the number of social visits increasing by over 500%.

And whilst we can’t take all the credit, we supported the ongoing ‘craze’ on TikTok, which saw ‘Generation Z’ fall in love with spuds.


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