Back to School, Back to the Dinner Table

Farm and Ranch Report September 1, 2010 The end of summer is approaching which means another school year is beginning. And the theme of the U.S. Potato Board’s most recent domestic media push on nutrition is “Back to School, Back to the Dinner Table.”

Meredith Myers, the Potato Board’s Manager of Public Relations, says an electronic media kit was sent out in early August that included a new convenient recipe for potatoes along with links to news releases about “Linda“ that busy mother target audience. But Myers favorite part of the media kit was a video.

Myers: “Which features Cheryl Koompin, who is the U.S. Potato Board Chairman, and she offers up her own tips and tricks on getting dinner on the table quickly. She does an amazing job of connecting with the viewers of this video because her natural warmth and personality just comes out so great as she talks about her experiences as a mom and getting dinner on the table quickly.”

The media was quick in utilizing the materials from the Potato Board.

Myers: “Within the first four days of being released 750 outlets ran the Cheryl Koompin video touting the fact that she knows how to get dinner on the table quickly.”

Myers says they know that the electronic media kit resulted in about 12-million impressions in less than a month. And that brings us back to “Linda.”

Myers: “By positioning potatoes as convenient, versatile, wallet friendly, they become part of the solution for her dinner time dilemma and that is what drives increased sales for potatoes.”

That’s the U.S. Potato Update. Brought to you by the United States Potato Board, maximizing return on grower investment. I’m Bob Hoff for Northwest Aginfo Net.