YOUR INDUSTRY ASSOCIATIONS
Fresh Potatoes campaign
goes 100% local. 100% fresh. LAURA BERNHARDT FRESH POTATOES
Consumers are demanding to know if their food is safe and where their food comes from now more than ever. Food recalls, most recently salmonella lettuce and most famously frozen berries Hepatitis-A, highlight the risk and health implications of eating imported food.
The re-establishment of links to ‘real’ food is a trend on the rise and the new territory for the consumption campaign as it enters its final phase. The campaign will focus on the message 100% local, 100% fresh and celebrate that in WA, almost 100% of potatoes grown in WA are sold in WA. The strategy to achieve this is two fold; celebrate the retailers who are sourcing 100% local WA potatoes and drive consumer demand for 100% local WA potatoes.
Media activity will be primarily Seven West Group products such as thewest.com.au (Yahoo!7), TV news shows and use of Ambassador Rob Broadfield to voice of the campaign as well as: • Retailer POS created for the fresh potato category signposting their membership in the club. Standard POS required includes. • Retailer ‘Thank you’ adverts for supporting 100% local WA potatoes. • Paid news articles written for publication on prominent news sites through ‘Outbrain’ — a content promotion media group. • Paid articles written by three prominent WA Food Bloggers: http:// foodiecravings.com.au/, http:// breakfastconfidential.com.au and http://cooking101.com.au promoted for two months through their Facebook pages.
THE campaign will focus on the message 100% local, 100% fresh and celebrate that in WA, almost 100% of potatoes grown in WA are sold in WA.
• Don Hancey, ‘active’ Potatodors and Health Ambassadors will be refocused to endorse ‘Buy Local’ campaign. The marketing team are also looking beyond June 30 2015 on how this campaign can be extend, what the plan looks like and investment options. Watch this space for more details as the campaign comes to life. MORE INFORMATION For more information on the new campaign contact Paul Graham, Marketing Manager Fresh Potatoes paul@freshpotatoes.com.au or 0414 382 738.
• Weekly Facebook posts by Fresh Potatoes and one monthly consumer newsletter sent communicating our ‘Buy Local’ and ‘100% local club’ message. • Consumer competition. • Website updated to reflect new campaign message with new header banners and promotion of articles. WA Grower AUTUMN 2016
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