Apr 4, 2018Potatoes USA reveals new athletic performance campaign
Potatoes USA announced a new consumer marketing campaign at their annual meeting in Denver in March. The “What Are You Eating?” campaign is designed to encourage athletes to use potatoes as fuel for athletic performance, according to Potatoes USA, and to re-frame potato nutrition messaging from providing reasons why it is OK to eat potatoes to providing the reasons why the public should eat potatoes for optimal athletic performance.
Through a process of reviewing and analyzing potato characteristics and their implications, Potatoes USA identified athletic performance as the single-minded, lifestyle-oriented potato benefit that could best serve to strengthen the industry’s position in the marketplace.
“Talking to athletes represents a huge opportunity for the potato industry; 16 percent of the population or 30 million people exercise at least two times per week and participate in competitive events,” the group said. “This performance athlete segment of the population will be the initial target audience but will be expanded to include the 84 million people who regularly exercise and eventually encompass everyone with an active lifestyle.”
The “What Are You Eating?” campaign will launch in July 2018 and will be integrated across all Potatoes USA’s marketing programs and will include social media advertising, nutrition and athletic performance influencer education, media relations, recipe and content development, consumer and influencer events and strategic partnerships.
