75 Years!

From New Commercials to a Bowl Game

Published in the September 2011 Issue Published online: Sep 19, 2011 Frank Muir
Viewed 1576 time(s)

We're kicking off the 2011 Idaho potato harvest with a power-packed line-up of consumer-driven initiatives that are designed to remind consumers to look for the famous "Grown in Idaho" seal every time they purchase potatoes.and create a little football frenzy!

Our marketing plan officially launches Labor Day weekend when Boise State University plays its highly anticipated first game of the season against Georgia. To show its support for the homegrown favorite, the IPC will debut its new television commercial during this nationally televised game. The ad was filmed in eastern Idaho and features the IPC's longtime spokesperson, Denise Austin. During the 30-second spot, Denise showcases the nutritional benefits of Idaho potatoes by announcing that America's favorite vegetable has been certified as a heart-healthy food by the American Heart Association (AHA).

The timing of the commercial launch is perfect because that's exactly when Walmart shoppers will begin seeing the AHA's famous heart-check mark printed on bags of Idaho potatoes. Only potatoes grown in Idaho can bear the AHA's well-recognized-and respected-symbol.

If you're a college bowl-game follower, you won't want to miss the very first Famous Idaho Potato Bowl. Scheduled to take place Dec. 17 at Bronco Stadium in Boise, this inaugural game, formerly know as the Humanitarian Bowl, is the second bowl game of the season and promises to attract millions of viewers. In addition to "day of" press coverage, we've developed an extensive public relations campaign featuring television personality, Mr. Food, which will begin to generate press coverage of the game as early as September.

Our core public relations initiatives will continue to provide a strong foundation for all our marketing programs. A first-of-its-kind pictorial press release featuring stunning photographs of all different aspects of the growing season will tell the story of the 2011 harvest through photographs versus text. This unique announcement will be distributed electronically and will be created in such a way it can be shared virally as well.

Seasonally-themed branded recipes like Idaho Potato Touchdown Skins and Spooky Idaho Spuds will be developed, photographed and shared with thousands of reporters, bloggers and television producers and shared literally with millions of consumers.

Social media will continue to be an important communication vehicle-sharing up-to-the-minute information like new recipes, monthly promotions and interesting facts with thousands of hungry fans.

Believe it or not, this is just a sampling of the activities we have planned for the first half of the 2011-2012 fiscal year.

In case you're not aware, 2012 marks the 75th anniversary of the IPC and we've got a whole host of other activities scheduled to help celebrate this milestone year, including the biggest promotion in the organization's long history.

I don't want to give away the surprise, but it's been in development for close to a year and will officially "roll out" at the Famous Idaho Potato Bowl game in December.

I promise, this is going to be one exciting year!