Packed Lunch campaign champions jacket spuds


01 February 2021
Packed Lunch campaign champions jacket spuds

A NEW campaign is to be launched by AHDB in the UK this February, with the humble jacket potato at its heart.

The versatility and adaptability of baked potatoes is the focal point of the latest wave of marketing activity, with Britons encouraged to extend the teatime favourite to a hot lunchtime alternative.

‘The New Packed Lunch’ campaign will run for a six-week period from using a suite of new digital adverts to gain maximum reach. The series of videos will demonstrate the ease and speed of part microwaved and oven baked jacket potatoes, all finished with a variety of toppings.

The campaign will run across Facebook, Instagram, Twitter and Pinterest with video content aiming to encourage as many consumers as possible to enjoy the nutritional, flavoursome and versatile qualities of the jacket potato.  AHDB’s first Tik Tok account has been set up to provide further support.

Consumers will be directed to a campaign page on the newly-refreshed Love Potatoes website. This will feature tips & tricks for preparing the perfect jacket spud plus exciting topping suggestions to suit any taste.

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AHDB says the focus on a hot filling lunch is timely as most of the country is now working from home, with consumers on the lookout for both good value and nutritious meals. 

AHDB Strategy Director for Potatoes, Rob Clayton, said: “Recent times have proved to be challenging for many, with the urge for healthy, quality and versatile meals counterbalanced by the need to do things economically where possible. This is where the jacket spud comes in. They’re the Swiss army knife of meals and can be paired with almost anything and can suit almost everyone’s requirements. Creating your perfect jacket potato can be an exciting process, with a vast combination of accompaniments and different flavours to choose from.

“From meat-based toppings or classic cheese and beans to fresh salads or roasted veggies, there’s something for wholesome foodies, time-pressed families, convenience seekers and health conscious folk alike."

The catering industry is also rallying behind the campaign, with professional chefs and catering colleges planning their own activity in support of AHDB, which will be shared across their social platforms.

Throughout the campaign, AHDB will be working in partnership with BritMums and Tribe to reach a wide range of consumers through their influencer networks. Each will provide appealing recipes and cooking tips, whilst reminding people of the health and nutritional virtues of the jacket potato.

Social media users can discuss the campaign, inspire others to get involved and share potato-related recipes, tips and tricks through the hashtag #TheNewPACKEDLunch.