Consumers, Processing, fries, chips, Promotion/Marketing, Retail, Studies/Reports

US Potato Board: Prepared potato dishes produce stronger results

At the core of the United States Potato Board (USPB) retail program is the mandate to enable retailers to reconnect the potato category with their customers by identifying what appeals most to their shoppers. Sometimes the insights seem so intuitive, even if the practice isn’t widely known, such as recent study findings:  ads that feature prepared potato images are much more effective than those that show simply raw or bagged potatoes. The USPB commissioned Nielsen Perishables Group to examine what makes retail circular ads more effective. Looking back at retailer ads, nationwide, over a 52-week period, this full-scale study analyzed the performance of prepared potato ads and compared them to ads from that same retailer featuring the same potatoes at the same price point, but the ads showed images of raw or bagged potatoes instead. More

Editor & Publisher: Lukie Pieterse


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