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European fresh potato promotion campaign launched, targeting millenials

Bord Bia, CNIPT, VLAM and Europatat are thrilled to announce that the European campaign “Potatoes, prepare to be surprised – Europe’s favourite since 1536” is now live.

The three-year campaign, co-financed by the European Commission under the EU Promotion policy, will run until the end of 2022 and is now live online under the hashtag #potatosurprises.

To encourage the consumption of fresh potatoes among millennials, a hundred surprising and inspiring potato recipes will be shared on various social media channels as well as on the website www.preparetobesurprised.eu, which already contains recipes and general information about potatoes in seven different European languages.

Instagram acts as the backbone of the campaign, but other social media platforms such as Facebook, Pinterest or YouTube are also used to provide tips and hints on how to easily integrate potatoes into millennials’ daily lifestyle.

The surprise factor is key in all these platforms, since one the main ideas of the campaign is to reveal aspects that young Europeans do not know enough about fresh potatoes, or to debunk myths about fresh potatoes in a credible way. Following this, a series of events or “potato surprises” will be organised in Flanders (Belgium), France and Ireland to draw millennial’s attention to the surprising versatility of potatoes.

These events will be announced and promoted on the following social media channels:

For more information on the campaign, please contact Berta Redondo, Communication & Policy Advisor at Europatat: [email protected]

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Lukie Pieterse, Editor and Publisher of Potato News Today

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