Source: The Packer
Every year, the Idaho Potato Commission (IPC) promotes Idaho potatoes as a premium quality product and reminds shoppers to look for the “Grown in Idaho” seal every time they purchase potatoes—fresh, frozen or dehydrated.
“We accomplish this through national television commercials, an impactful year-long public relations campaign, strategic foodservice and retail programs, and engaging social media posts,” says Frank Muir, president and CEO of the IPC. “I’d be remiss to not include the Big Idaho Potato Truck, the Famous Idaho Potato Bowl, the New Year’s Eve Potato Drop and our partnership with Heather Cox, NBC sideline reporter for the NFL. These programs, sponsorships and partnerships generate tremendous publicity for the Idaho potato brand in the U.S. and abroad.”
The newest commercial in the series featuring a “Real Idaho Potato Farmer,” his faithful hound and the Big Idaho Potato Truck made its debut during the Boise State-Virginia football game in September. It will continue to air through early April.
“As for public relations, Idaho potatoes will be a major sponsor in the World Food Championships,” Muir says. “We’re creating a series of DIY videos that entertainingly encourage folks to use Idaho potatoes in new and clever ways. We’re conducting a satellite media tour to promote the health benefits of Idaho potatoes, and we are continuing our work with RODS Racing.”