Idaho Potato Commission Recognized by Produce Business Magazine for its Outstanding Retail Ad Campaign

Multi-Faceted Print Campaign is Four-Time Recipient of Prestigious Marketing Excellence Award

EAGLE, ID, September 23, 2011 – The Idaho Potato Commission's (IPC) popular comic book themed Retail advertising campaign was the recipient of Produce Business' 23rd Annual Marketing Excellence Award for the fourth consecutive year.

This action-packed campaign, delivered both as ads and a stand-alone comic book, transforms the IPC’s four Retail Promotion Directors, Bill Savilonis, Ken Tubman, Larry Whiteside and Kent Beesley into a team of superheroes -- the Fearless Field Force. These extraordinary men each possess special skills that help produce managers overcome any merchandising problem. From offering up-to-the-minute market data, sales-driven marketing tools and expert category analysis, the Fearless Field Force can enhance profitability for potato category managers everywhere.

"We are fortunate to have four experienced produce veterans on our team whose sole purpose is to work with retailers to increase their overall potato profitability," said Seth Pemsler, Vice President, Retail/International, IPC. "And, since their experience has made it possible for them to be so effective throughout the years, it was easy for us to bring their superhero personas to life."

In addition to the print ads that ran in nine different trade publications, a variety of campaign-themed merchandise was created to add excitement and humor to the program. For example, each IPC retail director had a bobblehead created in their image, and data that was provided at each customer visit was delivered on a campaign themed USB drive. In addition, a special-edition comic book was created to serve as a daily reminder of the power of Idaho® potatoes.

Retail promotions directors are transformed into super heroes in the IPC's Comic Book Campaign.

"In my opinion one of the key reasons this campaign has been so successful has been our ability to bring it to life," added Pemsler. "I've received dozens of letters and photographs from key retailers who want us to know that they are not only keeping the items we send them, but they are prominently displaying them in their offices."

The Idaho Potato Commission’s (IPC) Retail Promotion Directors and Seth Pemsler, Vice President, Retail/International, IPC accept the Produce Business Marketing Excellence Award from Eric Nieman, Associate Publisher at Produce Business for the IPC’s popular Comic Book campaign. Pictured left to right are Bill Savilonis, Kent Beesley, Seth Pemsler, Eric Nieman, Larry Whiteside and Ken Tubman.

Retail promotions directors are transformed into super heroes in the IPC's Comic Book Campaign.

About the Idaho Potato Commission
The Idaho Potato Commission is a state agency that is primarily responsible for expanding the markets for Idaho-grown potatoes through advertising, promotion and research. The Commission also protects the use of the "Idaho® potato" and "Grown in Idaho®" seals, which are federally registered Certification Marks that belong to the IPC. These Marks ensure that consumers are purchasing potatoes that have been grown in the state of Idaho. For more information, visit www.idahopotato.com.

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