Idaho Potatoes Make Broadway Debut

New commercial airs on Times Square billboard

Published in the February 2009 Issue Published online: Feb 28, 2009
Viewed 849 time(s)

Times Square Idaho Potato adIdaho Potatoes appeared in lights right along side some of the world's most popular Broadway shows when its commercials, featuring fitness guru Denise Austin, made their Broadway debut on the CBS digital board in New York City's Times Square.

From Nov. 12 through Dec. 7, the CBS digital board located at 42nd Street, between 7th and 8th Avenues, aired the ads more than 415 times mixed with CBS programming and favorite celebrity moments from North America's largest Thanksgiving Day celebration.

"We are excited to be reaching consumers in the number one market in a prime location during the peak holiday shopping season," said Frank Muir, president and CEO of the Idaho Potato Commission.

"Our `home-grown,' healthy messaging will resonate with consumers as they prepare to feast with their families."

The ad placement, secured by the IPC's Santa Barbara-based agency Evans, Hardy + Young, Inc., reached an estimated 36 million people, including locals and tourists in town during the Macy's Thanksgiving Day Parade and Black Friday, the kick-off to the Christmas shopping season.

Visit the IPC's video gallery at to view both commercials.

The IPC's new commercial featuring a new slogan, "Genuine Idaho Potatoes, from the best earth on Earth," is to take consumers straight to Idaho for a glimpse of Austin in the natural environment that produces the world famous potatoes. A second commercial showcases Austin in her natural environment-the gym. The high-energy spot combines an energetic Austin with nutritious Idaho Potato dishes. Both ads promote the IPC's key messages touting the health benefits of Idaho Potatoes: at 110 calories, one Idaho Potato contains zero fat or cholesterol, 45 percent of a daily value of vitamin C, nearly two times as much potassium as a banana, fiber, protein, vitamin B6 and complex carbohydrates.

Founded in 1937, the IPC is made-up of nine commissioners representing processors, shippers and growers.