Consumers, Europe, UK, Ireland, Health/Nutrition/Food Safety, Promotion/Marketing, Retail, Studies/Reports, Trends

‘Potatoes: More than a bit on the side’ campaign a marketing success story

AHDB in the UK reports that the results are in on the last three years of the More than a bit on the side campaign – and it is great news. 

A total of 5 million visits to and a social media reach of nearly 1 million were achieved. This has resulted in more people from our target audience, young women, seeing potatoes as healthy AND an essential part of their diet.

At the same time, sales of potatoes have gone up, for the first time in decades. “Talk about a healthy return on investment,” AHDB says.

Potatoes: More than a bit on the side, ran for three years, from 2015 to 2018. In that time, the sales of potatoes and potato products has gone up (according to Kantar Worldpanel) for the first time in years.

The campaign targeted women, aged 25 – 44, a group that had been buying fewer potatoes. Now the campaign has ended, AHDB says it has seen an improvement in their attitude towards the humble spud.

Have a look at the video below for full campaign results.

Source: AHDB Potatoes


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