USPB Gets the Word Out About Potatoes

USPB Gets the Word Out About Potatoes

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

The United States Potato Board utilizes marketing research to provide insights into the USPB’s target audience Linda and her needs. Linda, represents their target demographic of a high-potential consumer.

Meredith Myers, USPB Public Relations Manager, says these marketing insights have helped make their recent launch of the most current seasonal campaign, “Back on Track” successful.

Myers: “What USPB did was took these insights and for the consumer PR program, we activated this season with a business news release announcing that potatoes were in good supply despite of the midwest drought. Then just a few days later, the team released a multi-media news release that packaged all the aspects of “Back on Track” seasonal campaign in one place. Which included a press release, new recipes, gorgeous new photography and information on our new blogger spokesperson for the season Susan Schuman and her blog is Our Family Eats.”

USPB also had a live Facebook chat with Susan Schuman and launched a new Pinterest contest. All aspects of the campaign were well received by both traditional and digital media. Myers shares that the two news releases generated more than 36 million impressions within 24 hours.

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.
 

Photo caption: USPB "Back-on-Track" Season "Real Mom" Susan Schuman (left) and USPB Public Relations Manager Meredith Myers (right) staff the USPB table at the International Food Bloggers Conference.