DENVER — The United States Potato Board (USPB) just launched its 2015 “Fresh Editorial” advertising and media plan. The new campaign’s focus is to update the potato’s image by celebrating what people love most about them. The first digital ads appeared online in September 2014, and the first print ads ran in November magazines. The ads feature well-known bloggers and their creative new potato recipes which are sure to inspire and delight.
“The overall goal of the new campaign is to build an emotional connection between the benefits of potatoes and their positive impact on our target consumer’s lifestyle,” announced Meredith Myers, USPB Global Public Relations Manager. “Each ad is seasonally relevant and introduces new, creative potato uses, including ideas for different potato types and forms. And, of course, because flavor is king, each of the recipes delivers the ‘yum’ in new and exciting ways.”
The campaign will deliver almost 135 million impressions—78.2 million online and 56.5 million print. The “Fresh Editorial” campaign includes:
- New online creative ads to run on AllRecipes.com, BHG.com, Big Oven, YieldBot, Swoop, Weight Watchers, AdoTube, Local Response, HungryGirl.com, and Verve.com
- Twenty-four insertions in print publications for Parents, Family Circle, Food Network, Everyday with Rachel Ray, Weight Watchers, and Better Homes & Gardens
In November, the ad featuring Roasted Potato Fries with Avocado Aioli from What’s Gaby Cooking ran in Every Day with Rachel Ray, Better Homes & Gardens and Weight Watchers. During December, the spotlight was on Greek Potato Casserole from Running to the Kitchen and was featured in Food Network. Additionally, Chimicurri Twice-Baked Potatoes from Heather Christo, Hash Brown Sliders from a Zesty Bite and Potato, Kale and Pecorino Frittata will all be in magazines during 2015.
The Fresh Editorial online advertising campaign also launched on new partner networks Swoop, Local Response and Verve. These networks allow the potato message to reach “Linda” when she is most engaged with recipes and food online.
Swoop encourages users to engage the custom potato advertising unit with all the bloggers’ recipes and reaches Linda on food- and recipe-centric websites. They can find the recipes on websites like GoodHousekeeping.com, Yummly.com, Cooking.com and more.
Based on Linda’s online and social media activity, Local Response delivers the potato banner advertisement when Linda is most engaged with like-minded activities such as cooking, healthy recipes, etc. Verve is a mobile partner which uses location and targeting capabilities to deliver Linda potato advertisements when she is on the go.
All the recipes and information about USPB’s partner bloggers can be found at www.potatogoodness.com/potato-lovers-club/.
For more information on the USPB as the nation’s potato marketing organization, positioned as the “catalyst for positive change,” and the central organizing force in implementing programs that will increase demand for potatoes, please visit www.uspotatoes.com. In an effort to enhance diversity of the Board, USDA encourages women, younger growers, minorities, and people with disabilities to seek positions on the board.
Source: The United States Potato Board (USPB)