Potato Industry debuts new social media campaign


Who’s ready to burn some carbs?

The U.S. Potato Industry is focusing on real science in a new marketing and advertising campaign that supports the performance-boosting benefits of potatoes by showcasing how adding potatoes to your workout routine or meals can lead to better results for athletes and those who lead active lives.

Potatoes USA he nation’s potato marketing and research organization, worked with its members to identify a nutrition-based lifestyle benefit that challenges consumers’ preconceived notions about potatoes. Extensive research led to a strategy based on a key truth: spuds fuel performance. Most people don’t consider the potato a performance food and are surprised to learn about all of the nutritional benefits.

Apparently, potatoes provide the energy, potassium and complex carbohydrate people need to perform at their best. A medium-size, 5.2-ounce potato with the skin on has, 26 grams of carbohydrate, 620 mg of potassium, and is more energy packed than any other popular vegetable. Potatoes also contain many other important nutrients that athletes seek such as 27 mg vitamin C, 2 g fiber and 3 g complete protein.

Online videos promoted on Facebook and Instagram from Boulder-based (Sterling Rice Group), began airing last week with the new tagline “Potatoes. Real Food. Real Performance.”

The stories in the films demonstrate how adding tater to your meal can have a positive impact on one’s ability on the soccer field, biking up a mountain, running and other activities. Watch the :15-second online videos directed by Teton Gravity Research’s Todd Jones below:

While the campaign features athletes it is not about marketing only to them. It is about showing the power of the potato through people who can influence consumers to think about potatoes differently.

“The potato undeniably works in the athlete’s favor,” says Blair Richardson, Potatoes USA President/CEO, adding, “The message is clear: If potatoes can fuel elite athletes, they can fuel your active life, too.”

The campaign is being executed through a variety of mechanisms including race sponsorships—including a year-long partnership with the Rock ‘n’ Roll Marathon Series®, advertising, influencer marketing, social media and industry engagement.

Client – Potatoes USA

Agency: SRG
   President/CEO: Cindy Judge
   Chief Client Service Officer: Ed Rzasa
   Managing Director: Laurel Muir
   Executive Creative Director: Adam Wohl
   Group Account Director: Eric Friedman
   Senior Copywriter: Dana Scanlan
   Art Director: Kay Borleis
   Copywriter: Alexandra Brusovanik
   Associate Director, Production: Jessica Morrison
   Senior Producer: Bret Berman
   Senior Social Strategist: Phil Henderson
   Account Manager: Rose Stein

Production Company: Teton Gravity Research
   Producer: Drew Holt
   Director: Todd Jones
   DP: Josh Taft

Post House: ArsenalCreative
   Editor: Bill Marmor