Reaching a wider audience ___________________ ▴
New ways are being found to reach a broader audience with the message that potatoes are convenient, versatile, nutritious and sustainable.
Carmel Ireland from 5+ A Day said the new television advertising campaign to be launched in November will feature potatoes and their health benefits along with serving ideas.
“There will be a whole lot of feelings around spring and new beginnings,” she said.
Food bloggers, Julia and Libby, who have 125,000 followers on Facebook and Instagram will be featured, providing ideas on how to use potatoes and saying how great they taste. A recent recipe which they featured on social media using smashed potatoes with pesto gained a large audience.
While 5+ A Day has 87% awareness amongst the general population there are a lot of recent immigrants who have not grown up with that message, so new ways have to be found to communicate with them.
The November campaign will also involve a mail-out to schools, including a wall planner and recipes using potatoes which could be included in school newsletters.