Spuds to benefit from a 1.8m spend

By FWi staff

The British Potato Council last week pledged to invest nearly £1.8 million in market promotion during the coming year.

As part of this promotion the BPC has launched its autumn campaign urging consumers to take British potatoes and “mash em, bake em, roast em or chip em”.

The campaign is, in full swing in a range of national Sunday papers, has now gained the backing of major retailers.

“Asda picked up the campaign and developed its own in-store theme on bakers at the end of October,” said BPC promotions manager Victoria Branch. “This was done to give a boost for Halloween and bonfire night.”

Sainsbury will also be taking part in the campaign by putting peelable stickers on a number of its packs during the course of the campaign, explained Ms Branch. “For instance, a `chip em sticker will be placed on Maris Piper potatoes. On the reverse will be cooking instructions.”

“Working closely with retailers, distributors and processors is crucial to the overall success of BPC marketing campaigns, and we are delighted with the support we have received for the maincrop campaign. It is an excellent start which the BPC can build on in the future.”

The maincrop campaign is part of the three-pronged promotion strategy stretching through the year and designed to boost sales across the British potato industry.

Following this maincrop campaign the BPC will invest market promotion cash in national Chip Week next February and the early potato campaign in June.

“We fully intend to repeat the maincrop 98 campaign in autumn/winter of next year,” said Ms Branch. She hopes to develop their work with the major multiples over the coming year.

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