Potato Council appoints Clarion Communications for 3 year promotion campaign
30 September, 2010
Potato Council has appointed Clarion Communications to deliver the UK execution of a three-year integrated PR and marketing campaign to promote fresh potatoes across France, Belgium, and Great Britain.
The campaign was made possible following a joint bid from the three countries to the European Union who agreed to co-finance the program.
The campaign is aimed at spreading a consumer message about the health benefits of potatoes, with a targeted marketing strategy focusing on making potatoes relevant in the modern kitchen.
The award of the contract, which covers implementation in the UK, follows a tender and pitch process which involved a total of 60 PR and marketing agencies, and is worth over £1.25 million over three years.
Potato Council, a division of the Agriculture and Horticulture Development Board (AHDB), has a marketing strategy focusing on low consumers of potatoes. The European programme will provide additional resources and promote a consistent message across the three member states. It will introduce a range of tools to communicate with and appeal to the specific audience of young consumers.
Caroline Evans, head of marketing and corporate affairs for Potato Council, said: “Consumers, and the younger generation in particular, are eating fewer potatoes, and this needs to be addressed if the potato industry is to remain robust.
“We were very impressed with Clarion’s experience, creativity and strategic approach, and they will help us spread positive messages about the many healthy benefits of fresh potatoes.”
The European campaign – and Clarion’s activity - commences in the UK with a dedicated ‘Potato Day’ on 14 October, which aims to kick-start a reappraisal of potatoes and will promote their versatility. A key focus of the PR campaign will be driving consumers to a ‘Many Faces of Potatoes’ recipe sharing website.
The Clarion team is headed up by managing director Amanda Meyrick, who said: “We’re going to use a mixture of chef endorsement, media partnerships, direct-to-consumer and social media to inspire consumers to buy and cook more potatoes. It’s a great win for Clarion, and adds to our already substantial food and drink credentials. We are looking forward to working on the account and helping to address the challenges the potato industry faces.” For further information please contact:
Philippa Wynn-Green, Board Director +44 20 7479 0910
Debbie Jackson, Head of New Business, +44 20 7343 3110