Campaign still unearthing good news for potatoes

Farm and Ranch Report December 22, 2010 The U.S. Potato Board’s campaign “Potatoes….GOODNESS UNEARTHED” is still ongoing. As USPB’s David Fairbourn reminds us, the slogan represents a long term, comprehensive industry effort to establish a lasting identity for potatoes in the minds of consumers.

Fairbourn: “Just as “Beef, it’s what’s for dinner and “Cotton, the fabric of our lives“ and other commodity promotion programs have created strong bonds with their consumers.”

Fairbourn says research shows the campaign is working.

Fairbourn: “Yeah, new research that was conducted on the target consumer, who we call Linda, demonstrates that Potatoes…GOODNESS UNEARTHED it changes their perception but also makes consumers choose potatoes more often. For instance, number one, consumers believe the signature makes the potatoes products seem healthier and a better product to serve to their families.”

Consumers also said they would choose a product with the campaign’s signature over a similar product at the same price, and that there is no confusion between the Potatoes…GOODNESS UNEARTHED signature and other brands or marks on the package.

For those who want to use the campaigns artwork and signage, Fairbourn has it.

Fairbourn: And they can reach directly here at the United States Potato Board at 303-369-7783 if they are interested, or by email at david dot fairbourn at us potatoes dot com”

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.