01 April 2015 | Online since 2003



18 February 2014|News

Shoppers Agree To Pay More For Named Varieties


Potato Council’s latest campaign to encourage shoppers to trade up from generic whites to a named potato variety has been a great success.

Advertising, which ran from the end of September through to the end of October, reached a combined total of nine million mums through print and online platforms and the overall campaign resulted in a 6% point uplift in mums agreeing that Maris Pipers are ‘worth paying a bit more for’.

What’s more, although the campaign was specifically intended to target mums with young families, it has also helped to shift attitudes amongst those with older families, those whose children have left home and retired consumers, resulting in a positive knock-on effect across the board.

The activity peaked during Potato Week (7-13 October 2013), when celebrity chef and mum of two, Jo Pratt, shared personal recipe ideas and cooking tips to inspire shoppers. Coverage appeared on Channel 5’s topical debate show ‘The Wright Stuff’ and also in national press and consumer titles including The Sun and Daily Mirror, reaching over four million mums through print and over five million online.

Additional activity was undertaken with ‘Brit Mums’, Britain’s biggest collective of lifestyle bloggers and social influencers, to get mums talking about the versatility of Maris Pipers. As a result, a staggering 943,300 tweets using the hashtag ‘Maris Piper Brit Mums’ were sent.


Potato Council marketing manager, Kate Cox, said: “We focused on Maris Pipers for this campaign because they are the most popular variety with 88% recognition. But the good news is it has made consumers generally more aware of different potato varieties and their uses – with a 6% point increase in the amount of people agreeing that ‘some potatoes are more suited to a certain way of cooking’.

“The campaign has also helped to reinforce the messages behind our signposting initiative, which groups varieties with ‘smooth’, ‘fluffy’ or ‘salad’ characteristics together and encourages shoppers to pay a little extra to achieve consistent results. By promoting this simple messaging we have successfully shifted consumer attitudes.”


Download



Comments


No comments posted yet. Be the first to post a comment

To post comment without approval login or register

Display name

Please enter your name

Email (optional)
Comment

Please enter your comment

Post Comment

Your comment submitted successfully.Please wait for admin approval.

Some error on your process.Please try one more time.



Jobs


18 March 2015
Cold Store Operative
Any other dairy duties. “Medina Dairy - a successful and progressive, family-run, business. Medina Dairy operates across 14 d...

28 March 2015
Technical Improvements Officer
A food manufacturer known for its dairy and dessert products is looking to recruit an experienced Technical Improvements Offi...

31 March 2015
Head Coach - Football
Under the direction of the Head of Football you will be responsible for the coaching provision across our four men's teams an...

16 March 2015
Trainee Workshop Engineer (PDI)
Fitter, mechanical, NVQ, HNC, HND, ONC, workshop technician, plant fitter, vehicle, automotive, maintenance, PDI, engineer, s...

17 March 2015
Chef
For example, nut, dairy or wheat allergies. We currently have an excellent opportunity for a Chef to join our busy team....




Top stories you may have missed
23 March 2015 | Cattle

UK butchers face difficulties to recruit...

Butchers in the UK are losing a generation through lack of training opportu...


20 March 2015 | Arable

Dust - the secret fertiliser?

NASA research has revealed how dust blown from the Sahara desert helps supp...


19 March 2015 | Arable

The Budget 2015: A Farmer's Budget?

“In the run up to the Budget 2015 most commentators were predicting that th...


17 March 2015 | News

UK's first floating solar power system l...

The UK’s first fully operational floating solar panel system has been unvei...


13 March 2015 | Animal Health

Labour and Conservatives clash over badg...

Axing the badger cull in England and Wales will save more than £120 million...


12 March 2015 | News

Solar could be cheapest energy source by...

By 2025, solar power could become one of the cheapest forms of energy in ma...


11 March 2015 | Finance

English buyers turn their attention to S...

Demand for Scottish farm land remains strong and continues to be better val...


9 March 2015 | Cattle

2020 vision for the Welsh red meat indus...

The Welsh red meat industry should aim to increase sales by at least 34 per...


6 March 2015 | News

MP raises egg industry concerns on trans...

Fears about the impact that a proposed transatlantic trade agreement could ...


Stay safe and legal when flying drones

The use of Unmanned Aerial Vehicles and Unmanned Aircraft Systems - or dron...