New Packed Lunch appeals to consumers


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New Packed Lunch appeals to consumers

AHDB’s ‘New Packed Lunch’ campaign has struck a chord with millions of consumers according to mid-campaign results. 
Launched in February, the new wave of promotional activity puts the baked potato at the heart of lunchtime.  

Recipe inspiration videos shown across Facebook, Instagram and Pinterest have been seen over one million times while influencer partnerships across social media, Britmums and Tribe has boosted conversation around jacket potatoes, highlighting their versatility and nutritional qualities.

Packed Lunch campaign champions jacket spuds
A staple for UK consumers during COVID pandemic
Consumers spending more on essential groceries during lockdown

Creating 17 million opportunities to see, influencer-led live twitter chats using #JacketPotatoHacks trended at number 7 in the UK, alongside AHDB’s consumer brand #LovePotatoes and #AHDBPotatoes.

Content continues after advertisements

Jacket potatoes were pinpointed as the ideal candidate for promotion owing to the huge number of lunches being consumed at home, as a result of the pandemic.

Growers and industry can still get involved by sharing recipe videos and nutritional information using #TheNewPACKEDLunch.