Consumer insights used for baked spud campaign

A CAMPAIGN promoting the benefits of baked potatoes will use in-depth consumer analysis to pick the right selling point for individual market segments.

The campaign will be launched by the Agriculture and Horticulture Development Board (AHDB) in February with a budget of £150,000 and follows a drive to promote baked potatoes during the summer lockdown.

The health conscious will be told about the nutritional benefits of the potato, while those who need to feed a growing family on a budget will be reminded of the convenience baked potatoes can provide at a pocket-friendly price.

Senior Marketing Manager Nicola Dodd said: “The potato is blessed by a fantastic range of selling points, and is enjoyed in 94% of British households. People in these homes range from marathon runners to those juggling the school run – which shows there really is a baked spud for everyone.

“We’ve invested in new detailed analysis that shows not only what benefits will suit different groups of people, but also how these people behave online – so we can bring them the right baked potato-based inspiration, at the right time, in the right place.”

The campaign will be executed across social media channels. The previous summer campaign was seen five million times by British shoppers.