Idaho Potato Makes an Impression
During the 2010-2011 fiscal year, the Idaho Potato Commission (IPC) generated a record-breaking 4.1 billion media impressions, more than double the amount achieved during the previous year.
“The IPC has been working harder and smarter than ever before to remind consumers to look for the famous ‘Grown in Idaho’ seal every time they purchase potatoes, and close to 4.1 billion media impressions prove it,” said Frank Muir, President and CEO, IPC. “We’ve expanded our core consumer, retail and foodservice public relations programs to include more exciting and engaging sponsorships, contests and promotions that all drive shoppers to our website and Facebook page where they can learn more about the famous Idaho potato.”
FY 2010-2011 Highlights
College Football Sponsorships
• In September 2010, the IPC announced a six-year long sponsorship of the Boise State University Broncos and the University of Idaho Vandals. The sponsorship includes radio and television advertising, marquee games for both teams, and prominent signage throughout the season for both stadiums.
• In August, the IPC announced its title sponsorship of the Famous Idaho Potato Bowl. The IPC secured the name for the next six years. Formerly known as the Humanitarian Bowl, the Boise-based bowl game is the country’s longest-running outdoor cold-weather bowl.
• In May, the IPC announced that the American Heart Association (AHA) certified fresh Idaho potatoes as a heart-healthy food. This designation means that Idaho potatoes meet the AHA’s criteria for saturated fat and cholesterol and allows them to bear the heart-check mark.
• The IPC shared the news through a month-long Facebook promotion and sent releases to more than 1,000 media outlets, dietitians and food bloggers. This message will continue to spread as Wal-Mart stores begin to display the heart-check mark on bags of Idaho potatoes this month.
Celebrity Spokespeople
• Denise Austin, long-standing IPC spokesperson and nationally renowned fitness guru, touted the nutritional benefits of Idaho potatoes in a national television ad campaign and on news stations across the country during a satellite media tour in February.
• Culinary television personality Mr. Food also featured Idaho potatoes in several of his vignettes including a special “Salute the Troops” segment.
• Food blogger Average Betty propelled potatoes into the blogosphere with a series of instructional and entertaining YouTube videos demonstrating how to prepare spud-centered recipes.
• Dawn Wells Potato Peeling Video has become a YouTube sensation, surpassing 11 million views this year.
Other highlights included the Potato Lover’s Month Retail Display contest and the Rachael Ray’s Burger Bash at the Food Network’s South Beach Wine and Food Festival.