Many Sides of Potatoes Ad Campaign is Effective

Many Sides of Potatoes Ad Campaign is Effective

I’m KayDee Gilkey with the U.S. Potato Update.

The United States Potato Board has been actively promoting potatoes to “Linda”, the potato industry’s target market through print ads. Linda, as the USPB fondly calls this demographic, is 25 to 45 years old, has kids living in the home, enjoys cooking using fresh ingredients. She and her family represent approximately one-third of the U.S. population.

In visiting with the USPB’s Vice President of Domestic Marketing Kathleen Triou and Mike Carter,Co-Chair of the Domestic Marketing Committee, more is learned about the campaign. Carter talks about the ad placements.

Carter: “These are magazines that Linda would typically go to for information as well as for entertainment. We plan to catch her in a point in time in which she is making decisions on menus and on what she plans to serve to her family. We plan on running these ads 33 different times within these highly targeted nine magazines.”

Triou speaks to the ads’ effectiveness which is determined by a third-party measuring service.

Triou: “We know that the total action taken score is 8 percent higher than the magazine average. What that means is when the consumers are asked when you saw this ad did you do something: which means I either bought the product, I research it further, I wrote the recipe down --that is only several things that they might have done. But they did take an action.”

This was the U.S. Potato Update brought to you by the United States Potato Board, maximizing return on grower investment. I’m KayDee Gilkey on the Northwest Ag Information Network.