Side Delights Starts 'Grown Where It Matters' Campaign

Published online: Oct 02, 2019 Articles Tom Karst
Viewed 334 time(s)
Source: The Packer

Side Delights is starting a multimedia ad campaign featuring a virtual reality video and podcast programming. The new campaign will be unveiled at the Produce Marketing Association’s Fresh Summit, Oct. 17-19 in Anaheim, Calif., according to a news release.

“Grown Where it Matters engages and immerses consumers in the farm where their potatoes are grown,” Kathleen Triou, president and CEO of Fresh Solutions Network, said in the release. “The program’s digital and in-store communications are designed to educate shoppers about where their potatoes are grown, the passion that the farmers have about growing fresh, quality potatoes, and the hope that these types of farms will carry on for the next generation.”

Visitors to Fresh Solutions Network’s Fresh Summit booth will get a sneak preview of the virtual reality videos with 3-D goggles that immerse viewers in the world of potato farming.

Significant consumer trends for 2019, according to the release, are local, organic and “know your farmer” themes, according to the release. The campaign  tells the story of farmers in eight potato growing areas, according to the release.

The program kicked off with public relations marketing efforts, according to the release, including an “Adopt a Potato Farmer” food blogger program with posts generated from interviews with Fresh Solution Network farmers, along with potato recipes and photos.

After PMA, Side Delights will support the Grown Where it Matters program with in-store point-of-sale material, including farm- and state-specific Kwik Lok tags and potato display cards. Consumers will be directed to a new farm-specific web page (www.sidedelights.com/who-we-are) where they can experience the 360-degree virtual farm tours and hear podcast interviews of farmers, according to the release.