The humble potato was facing a serious decline in sales. Our research revealed many misconceptions about potatoes – that they’re boring, fattening, not worth the effort. We were tasked by the Agricultural and Horticultural Development Board to change this.
To reposition the humble spud for the 21st Century we put it at the very heart of mealtime. Our ‘More than a bit on the side’ campaign was rolled out across OOH, press, YouTube, Social and PR, and influencer marketing – right down to on pack promotion. The campaign was even written about by Caitlin Moran.
In one year, potatoes saw an uplift in sales worth over £18m delivering an ROI of 16:1.