“Life is too short to eat the same meal twice.” This simple statement, spoken from the heart of a self-proclaimed “food enthusiast,” captures the essence of the newest consumer segment for the U.S. Potato Board’s (USPB’s) marketing programs. Food enthusiasts have a very deep love of food. For this group of consumers, food provides an opportunity to learn, explore and be social. Food enthusiasts yearn for inspiration to fuel their affinity for creating something unique and delicious.
This dynamic, new consumer segment was identified through a comprehensive study conducted by the USPB to understand and evaluate the behaviors of consumers across the U.S. The research findings were so compelling the USPB is changing its decade-long marketing campaign from “Linda”—time-rushed moms who view food as functional and basic—to the food enthusiast, adventurous eaters who value flavor, creativity and social experiences.
This transformation of the USPB’s marketing programs reflects changing consumer lifestyles and attitudes toward food. Potatoes’ health perceptions continue to improve, and potatoes remain consumers’ favorite side dish. These positive trends, combined with fresh insights on today’s consumers, serve as the foundation for the USPB’s marketing programs launching later this year. The program will focus on the following:
• Nutrition Communications: Partnerships with nutrition influencers and media to promote potatoes as a necessary part of a healthy diet.
• Retail: Providing the latest retail data and insights to growers and shippers throughout the year. Beginning to implement marketing programs at retail locations preferred by food.
• Foodservice: Stimulating new and innovative potato preparations by partnering with chefs throughout the year through a variety of forums. Keeping potatoes as the single most popular food ordered at restaurants.
• School Foodservice: Partnering with school professionals to provide healthy and nutritious potato options in K-12 schools across the U.S.
• Ingredient: Developing, testing and introducing new potato dishes to the ready-to-heat meal, side dish and snack manufacturers to increase usage of potatoes in those categories.
• Consumers: Continuously inspiring food enthusiasts through multimedia to prepare and use potatoes extensively.
• Marketing Research: Conducting market research throughout the year to identify opportunities, assess program performance and track potato volume and usage.
Inspiration is the key ingredient for all USPB marketing programs. Each program activity is designed to disseminate messages and imagery that resonate positively with consumers, retailers, foodservice operators and food developers—showcasing potatoes as inspiring, adventurous, fresh, natural, convenient, cost-effective, versatile and nutritious.