The Courier & Advertiser (Fife Edition)
Bud the Spud adverts a real hot potato with customers, says AHDB
A three-month campaign showcasing the versatility and health benefits of potatoes was seen by millions of consumers, according to levy body AHDB.
From May to July, AHDB’s Bud the Spud character encouraged consumers to rethink the way they saw potatoes in a continuation of their More Than A Bit On The Side campaign.
Rob Clayton, AHDB strategy director, said the campaign had been launched du r ing lockdown, when “time was of the essence” and the potato sector was feeling the impact of the closure of foodservice and restaurants.
He said: “We focused on videos and images of enticing potato dishes on Facebook, Instagram and Pinterest, which were seen mo re than 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 encouraged a targe t audience of consumers, aged 25 to 54 and families with younger ch i ldren , to v is it lovepotatoes. co. uk for recipes, as well as hints and tips on how to get the best from potatoes.
As a result, the website a tt r a c t e d more than 200,000 visits during the campaign and salesvolume of fresh potatoes went up by 9% between May and August against the same period last year.
The More Than Just A Bit On The Side video was seen more than 716,000 times on catch- up TV, du r ing top ITV enter tainment shows such as Coronation Street, Emmerdale and Britain’s Got Talent.