Potatoes’ versatility and health benefits have been highlighted during a three-month lockdown marketing campaign by AHDB, reports News Journalist Kelly Henaughen for The Scottish Farmer.
From May to July, the levy-funded body brought back its Bud the Spud character to encourage consumers to rethink the way they saw potatoes in a continuation of the ‘More Than a Bit on the Side’ campaign.
“We had a challenge to turn around a campaign to help the sector during lockdown, when time was of the essence and the potato sector was feeling the impact of the closure of foodservice and restaurants,” said strategy director Rob Clayton.
“So, using Bud, we focused on videos and images of enticing potato dishes on Facebook, Instagram and Pinterest, which were seen over 5.2 million times. We also advertised on catch-up TV and outside major retailers with digital ads, which worked well.”
The revised Bud the Spud adverts were encouraging a target audience of consumers, aged 25 to 54 and families with younger children, to visit lovepotatoes.co.uk.
Source: The Scottish Farmer. Full report here
