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
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