Issue

Consumption of potatoes in New Zealand was in decline. Research had confirmed that the news media was a significant influencer of consumer perceptions. A review of media coverage about potatoes had also identified a small handful of key journalists who were warning consumers off potatoes by (incorrectly) saying they were unhealthy, fattening and high in carbohydrates. 

Solution 

To bust the myths and reposition potatoes as a healthy, tasty food choice, we focused our attention on educating 16 influential journalists about the benefits of potatoes. The initiative was part of a wider campaign by Potatoes New Zealand.

The essence of our strategy was to inspire journalists to become passionate potato advocates. We developed a four-month creative campaign that individually targeted journalists, re-educating them about the vegetable’s nutritional value. We held one-on-one briefings with journalists; distributed eye-catching media kits featuring potato-powered clocks; and played on the quirky World Potato Congress as a unique way to get journalists talking about potatoes. Supporting this approach was expert research and opinion demonstrating the health benefits of potatoes.

Results

We saw over 70 engaging and factually correct stories published and broadcast throughout New Zealand, with 80% focusing on the nutritional value of potatoes - our client’s biggest area of concern. Most importantly, our contributions to the wider promotional strategy played a part in a 30% increase in potato consumption in New Zealand during the 2008/2009 period.

Feeling like potatoes now? We sure are, and so is the rest of New Zealand!