The EU- and industry-funded ‘Potatoes, Prepare To be Surprised’ campaign is a follow-on millennial campaign which commenced in January 2023 and will run until December 2025.
The campaign website www.potato.ie is now host to over 340 delicious potato-inspired recipes. It will feature 365 recipes by the end of the campaign in 2025.
An article was published in the Irish Independent on 28 September last to celebrate National Potato Day on 4 October. The article focused on one of our new campaign recipes, Smashed Potato and Cherry Tomato Muffins.
‘The Great Potato Adventure’ video series went live for National Potato Day on the lifestyle and culture platform, Lovin Dublin. Through the series, millennials could follow seasonal progress with respect to the planting, growing and harvesting of main crop potatoes on Sheridan’s Farm in Co Meath.
The series was tied in with the creation of recipes and cooking, post-harvest, with chef Marcus O’Laoire, who demonstrated how to cook up Rooster potatoes in three delicious ways. The video can be found here: https://www.instagram.com/p/DAta4kCMlhq/
Media partnership with the news and entertainment brand LADBible focussed on promoting air fryer recipes to millennials through interactive social media posts and vox pop style interviews.
The public voted for their favourite potato dishes. Crispy Potatoes with Parmesan took the crown with 50.6 per cent of the votes, but just as delicious in second and third place were the Patatas Bravas and Potato Cakes, which snagged 28.7 per cent and 20.7 per cent respectively.
Also as part of the potatoes campaign, digital audio advertisement with The 2 Johnnies Podcast was live from 23 September. The advertisement ran for two weeks.
The call-to-action across all promotional activity is to visit www.potato.ie and follow @potatosurprised.eu.
