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A new marketing campaign aiming to increase consumption of potatoes in the millennial age group is currently in development. Potato growers heard at the recent IFA potato meeting in Meath that €3m will spent over three years on the campaign aimed at increasing consumption rates among young people.
A joint application has been made between Ireland, France and Belgium to avail of EU grant aid of up to 50% for the campaign. Once successful, each member state will develop their own marketing campaign specific to their own country.
The Irish tranche of funding will be co-funded by Bord Bia, the Irish Potato Federation and the IFA. Tenders have been issued to marketing companies to develop the campaign, which is expected to commence later in the year.
More than a bit on the side
The campaign follows on from the successful three-year marketing campaign ‘More than a bit on the side’ run by Ireland and Britain.
The three-year intensive marketing campaign was launched in 2015 and consisted of developing Irish potato recipes with accompanying health and nutritional information, a dedicated website with free recipes, promotional videos, posters, developing content with local and national press, developing a social media presence and much more.
Over 28 million people were reached in Britain and Ireland between the poster campaigns, over nine million were reached through press advertising and a further nine million were reached through their digital marketing campaign.
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