AHDB Potatoes campaign delivering results

Tuesday, 16 March 2021

Mid-campaign results from our ‘New Packed Lunch’ campaign show it has reached millions, as it lands well with consumers.

Launched in February, the new wave of promotion activity puts the humble baked potato at the heart of lunch time.  

Recipe inspiration videos across Facebook, Instagram and Pinterest have been seen over 1 million times, demonstrating the ease, speed and topping variety jacket potatoes bring.

Influencer partnerships across social media and Britmums and Tribe has boosted conversation around jacket potatoes, highlighting their versatility and nutritional qualities.

Creating 17 million opportunities to see, influencer led live twitter chats using #JacketPotatoHacks trended at number 7 in the UK, alongside our consumer brand #LovePotatoes and #AHDB Potatoes.

Jacket potatoes were pinpointed as the ideal candidate for promotion due to the huge number of lunches being consumed at home, as a result of the pandemic.

Delivering on, taste, good value and an array of toppings for any appetite, jacket potatoes are for everyone, from wholesome foodies, time-pressed families, convenience seekers and health conscious folk alike.

AHDB’s Strategy Director for potatoes Rob Clayton, said “These initial results are a really positive sign that the campaign is landing well with consumers, bringing real value to growers and their levy.

With a few more weeks to go of promotion activity, farmers and industry can still get involved by sharing recipe videos and nutritional information using #TheNewPACKEDLunch. We look forward to seeing the full impact of the campaign once all the activity has finished.”

More info the campaign can be found here.