The EU and industry-funded promotional campaign titled “Potatoes – More Than A Bit On The Side” is being rolled out from 2015 to 2018. This year will be the final year of the current campaign. Key activities include outdoor, print and online advertising as well as significant social media communication across a number of digital platforms which drive consumers to the campaign website potato.ie. Consumer research tracking the campaign is showing that the campaign awareness and messaging are cutting through. Kantar Worldpanel data for the retail potato market 2017 reports both value and volume growth and an increase in the frequency of purchase by the target audience. To date, some noticeable outcomes for the campaign include 524,000 of the target audience reached by press advertising, 15m impressions delivered through digital advertising, and 700,000 unique visits to the campaign website potato.ie. In 2017 in Ireland over 380,000 tonnes of potatoes were produced on over 9,000 ha. ✽
