Hot Potato!

America’s favorite potato is “starring” in a brand new television commercial. Presented in a straightforward, but ultimately dramatic “reveal” format, the new ad is designed to remind the public that Idaho Potatoes are not only
delicious, but they are packed with nutrition. The Idaho Potato Commission created the ad specifically to promote the nutritional story and to set the record straight in the midst of America’s anti-carb environment.

Starting with a nutrition label visual, the viewer watches as the camera scrolls down the label, revealing one compelling content fact after another.

A voice informs the public that there’s a food that’s low in calories, has zero fat, no cholesterol or sodium and delivers half of the daily requirement of Vitamin C, and offers more potassium than a banana. At the commercial’s end, a baked Idaho Potato is revealed as the object described on the label. The 30 second commercial will start to appear today in major markets across the country, including New York, Chicago, Philadelphia, Miami and Atlanta. Along with an English language version, a Hispanic version has been produced as well and will run in major cities with large Hispanic populations. The ad was produced by Santa Barbara, CA-based Evans, Hardy & Young, the advertising and public relations agency for the Idaho Potato Commission.

“Our intent is to show America that the current anti-carb movement is doing the public a disservice in terms of portraying all carbohydrate-containing foods as the enemy,” said Frank Muir, President and CEO, Idaho Potato Commission.

“Nutritionists believe that potatoes are one of the best sources of complex carbohydrates and thus function as a great energy food. To eliminate potatoes from one’s diet, we feel, is an unfortunate mistake, particularly in light of all the vitamins and minerals contained in one medium potato.”

The new television commercial is just one aspect of a larger marketing and public relations strategy to promote the healthful properties of the delicious Idaho Potato. This fall, the IPC sponsored National Family Health & Fitness Day and was the New York sponsor for the National Women’s Health & Fitness Day. In addition, the IPC sponsored the Survivor’s Breakfast at the Komen Race for the Cure in Miami. The IPC also plans to announce a major new initiative in early 2004 that will create a national platform for the Idaho Potato nutritional story.

“Our biggest job right now is to tell the nutritional story about Idaho Potatoes,” said Muir. “We understand that America is waging a fierce weight battle, but there is no logical reason to target food products that are so naturally good for you. Active healthy people need carbohydrates to fuel their working muscles, it’s that simple.”