Oct 11, 2017
IPC’s new commercial part of year-round marketing effort

The Idaho Potato Commission (IPC) has launched its latest television commercial during the Boise State University vs. University of Virginia football game that aired in late September. This is the seventh installment of the IPC’s “Missing” commercial featuring the Big Idaho Potato Truck with farmer Mark and his dog.

IPC’s new commercial part of year-round marketing effort

Frank Muir, president and CEO of the IPC, said the commercial helps grow the popularity of the truck for when it goes on its yearly tour.

“As a result, consumers are exposed to the truck for an entire year, as opposed to six months, the actual length of the tour,” Muir said.

The commercial airs through early April on networks like CNN, The Food Network, Headline News, Fox News and The History Channel, with the aim of achieving more than 550 million audience impressions. It can also be seen on the IPC’s YouTube channel.

The IPC has also been working on other campaigns to increase awareness of Idaho potatoes year round. Working with Lamb Weston, Muir said the IPC has expanded the “Grown in Idaho” seal to frozen products as well as fresh potatoes.

He called the market for Idaho frozen products a “ghost brand that no one was taking advantage of.”

Muir said the seal should be seen on frozen products in stores across 90 percent of the country by this coming January.

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