8th Consecutive Marketing Excellence Award From Produce Business Goes To Idaho Potato Commission

EAGLE, Idaho – What happens when a potato sells itself so well that the poor produce supervisor is left overwhelmed by his or her good fortune?

That’s the cheeky scenario behind the Idaho Potato Commission’s (IPC) 2014-2015 “Too Successful” integrated retail trade marketing campaign, winner of the IPC’s eighth consecutive Produce Business Marketing Excellence Award. Each colorful ad depicts a produce director, category manager or vice president agonizing over the unexpected “pitfalls” of stocking incredibly popular Idaho® potatoes, from stressful decisions about how to spend all that bonus money to a suddenly overcrowded trophy case.

“It’s a simple yet powerful campaign, using humor to reinforce the reputation of Idaho® potatoes as the No. 1 brand of America’s favorite vegetable—and reinforcing our premium brand image,” said Seth Pemsler, vice president, Retail/International, IPC. “Our response from produce managers, senior category managers and retail advertising/marketing managers has been extremely positive. The campaign has definitely generated great ‘buzz’ and helped drive Idaho® potato volume throughout the country.

The “Too Successful” campaign, which ran from September 2014 to August 2015, included 10 different full-page print ads that appeared in retail trade publications such as Produce Business, plus an additional teaser ad. Online banner ads adapted from the print ads also appeared on key trade publication websites during the peak potato buying season, October 2014 to March 2015, to generate additional play for the campaign.

The IPC was among 17 companies in all segments of the industry that were honored by Produce Business in 2015 for their outstanding marketing campaigns based on creativity, originality, execution, significance and call to action.

Other IPC retailer support materials that promote the Idaho® potato brand include Potato Retailing Today, an eight-page quarterly section in Progressive Grocer, along with an exclusive annual Idaho edition of The Produce News, a national television advertising campaign, and innovative bin promotions.

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About the Idaho Potato Commission

Established in 1937, the IPC is a state agency that is responsible for promoting and protecting the famous “Grown in Idaho®” seal, a federally registered certification mark that assures consumers they are purchasing genuine, top-quality Idaho® potatoes. Idaho’s growing season of warm days and cool nights, ample mountain-fed irrigation and rich volcanic soil, give Idaho®potatoes their unique texture, taste and dependable performance, that differentiates Idaho® potatoes from potatoes grown in other states.
 
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