UK potato industry launches £100,000 campaign to increase comsumption
Hot potato ‘Bud the Spud’ will make his television debut this summer as part of a £100,000 marketing push.
AHDB has announced plans to update its successful ‘More Than a Bit on the Side’ campaign to support retail sales of potatoes in the wake of Covid-19.
It will target consumers through social media, digital displays outside major supermarkets and a television advert, which will broadcast on the ITV Hub.
Running from May to July, the campaign highlights the ease, versatility and health benefits of potatoes by offering inspiration and know-how with more than 150 recipes on the Love Potatoes website.
AHDB Potatoes strategy director Rob Clayton said: “We had a brilliant response to Bud the Spud’s suggestive meal ideas during the original campaign.
“With so many of us cooking more at home and looking for new ideas to keep mealtimes interesting, it’s time to remind people the humble spud can take centre stage.”
While the campaign is designed to drive demand via retail channels, AHDB has launched an online trade portal to connect growers with buyers and help address imbalance in the market.
It has also compiled storage advice to provide growers who need to store potatoes for longer than expected with additional information.