“Many Sides of Potatoes”, the new United States Potato Board (USPB) advertising campaign, was launched in magazines in February 2011. It is an evolution of the “Peel Back the Truth” campaign, and is based on key findings from the “Linda Segmentation Study” conducted in 2010. The goal of “Many Sides of Potatoes” is to get “Linda” to serve potatoes as a side dish more often by enticing her with flavorful recipe ideas showcasing the healthy and convenient aspects of potatoes.
“Many Sides of Potatoes” ran in ten magazine insertions from February – June 2011, and initial ad effectiveness studies show the campaign is extremely effective in motivating “Linda” to serve potatoes more often. The average total recall score was 4% higher than the magazine average, meaning Linda is noticing the ad. Not only does “Linda” notice the ad, but it is extremely motivating to her. The average actions taken score is 15% higher than the magazine average. Even better, 31% of readers who noted the ad said they would purchase potatoes as a result of seeing the ad – that is 15% higher than the magazine average!
Source: United States Potato Board
