Consumers are at the heart of the U.S. Potato Board’s marketing efforts. Our focus is to inspire consumers to make potatoes an integral and consistent part of their food choices, whether those choices are made at home or away. Of course, consumers across the U.S. are very diverse, so it’s critical to focus the USPB’s marketing efforts to enhance the program’s effectiveness.
Food enthusiasts, the USPB’s newest consumer segment focus, represent a large portion of the population and are defined by their love of food as well as their desire to explore culinary creations from around the world.
For food enthusiasts, potatoes are a beloved vegetable appreciated for their variety, versatility and ability to pair with many foods and flavors.
By tapping into the adventurous culinary nature of food enthusiasts, the USPB’s promotional campaign is designed to inspire consumers, chefs, food manufacturers, retailers and school foodservice directors to cook potatoes by showing there is no limit to the cuisine, flavors and preparation of potatoes.
Potatoes: The 9th Wonder of the World is the USPB’s new, fully integrated communications campaign. The campaign is designed to engage all shopping and consuming segments using a combination of targeted print, digital and social advertising; video; electronic marketing; social media and public relations. The 9th Wonder of the World marketing campaign is focused on the following components:
Consumers: Continuously inspiring food enthusiasts with endless culinary potato possibilities.
Foodservice: Partnering with leading chefs and foodservice professionals throughout the year to inspire new and innovative potato dishes.
Food Manufacturers: Introducing new and inspiring potato dishes to food manufacturers to meet consumers’ desire for flavor, creativity and convenience in retail stores.
Retail: Educating retailers about their potato category sales and sharing ideas to positively impact their volume and dollar sales as well as making sure the most current retail data is readily available to growers and shippers.
School Foodservice: Inspiring schools to provide healthy and nutritious potato options in K-12 schools.
Nutrition Communications: Partnering with nutrition influencers and the media to promote potatoes as an important part of a healthy diet.
Market Research: Conducting market research throughout the year to assess program performance, track potato volume and usage, and identify new opportunities to strengthen the demand for potatoes.
Inspiration is at the heart of The 9th Wonder of the World marketing campaign as we celebrate the creativity, fun and versatility of cooking with potatoes!