This column appears in the May 2022 issue of Potato Grower.
The Idaho Potato Commission (IPC) is always looking for new and creative ways to promote Idaho potatoes and engage consumers. Especially when they least expect it.
Not many connect Valentine’s Day with Idaho potatoes. At least, they didn’t until this year.
We had a hunch that Idaho French fries were one of the most irresistible scents known to mankind. Whether you’re at a drive-through restaurant or dining in, it’s nearly impossible to not grab a fry and take a bite before you dive into your meal. Right? The smell is too good to resist. To back up our theory, we conducted a national survey that revealed nearly 90% of Americans find the smell of French fries irresistible.
Satisfied we were on the track, we launched Frites by Idaho, a perfume inspired by the smell of French fries, just in time for Valentine’s Day.
We released the perfume in early February, and the response was overwhelming. Many asked if this was an early April Fools’ Day prank, or maybe they were being punked? My favorite question is one that is asked all the time about the Big Idaho Potato Truck: “Is it real?” The answer is, yes it’s real!
Newsweek was the first media outlet to feature the perfume in its “My Turn” column. As a result, we sold out in less than four hours the first day. We had to manufacture more, and by then, the story was viral.
Frites by Idaho was part of Stephen Colbert’s monologue and was featured on Fox News @ Night with Shannon Bream. CNN, Fox News, Fox Business, Fox Local News (including Los Angeles, Seattle, Atlanta and Tampa), ABC, NBC, CBS, WHDH in Boston, WPHL and WFMZ in Philadelphia, and News 12 in New York all ran the story.
Online, the story was picked up by Newsweek, NPR (twice), CNN, BBC News, New York Post, New York Daily News, Yahoo! and the Seattle Times.
We’ve been impressed by the media coverage, but have also enjoyed reading the reviews of the perfume:
- Kiwi Kids News: “Ever wanted to smell like a potato?”
- The Exponent Telegram: “They’ve made a perfume that smells like French fries. Yes, your girlfriend can smell like takeout from McDonald’s.”
- WXOW News: “When you think romance, think potatoes.”
- Idaho State Journal: “The hot potato in the fragrance world wasn’t made by Chanel, Chloe or Guerlain, but it is French … sort of. Frites by Idaho packs the odor of a fresh order of French fries made, of course, from Idaho potatoes. The name ‘Frites’ is the French word for fries.”
- Star Tribune, “Do you want fries with that perfume?”
- FOX 13 Seattle: “Sizzling Hot, French Fry Perfume Sells Out in Hours”
News of the perfume spread around the world with coverage in India Times, MSN New Zealand, BBC News (United Kingdom), Toronto Sun (Canada), Perth Now (Australia) and Line Today Magazine (Taiwan).
Many have asked us what else we’ve got planned. We’re always whipping up new ideas, and after this campaign, it’s probably safe to say that if it involves Idaho potatoes and French fries, it’ll be a success!
