South Australian Potato Company tells Aussies to ‘spot the difference’ in new campaign via Them

The locally owned and operated South Australian (SA) Potato Company has launched a new advertising campaign via Them Advertising, aimed at reshaping public opinion of the humble Kestrel potato – and its unique purple spots.

Says Steve Marafiote, CEO of SA Potato Company: “For many people, the purple spots on Kestrel potatoes seem unusual, when in fact they are a completely natural trait.”

VIEW THE SPOT

To change this perception, SA Potato Company called upon Them Advertising to give the Kestrel brand a complete transformation.

Them Advertising conceptualised and developed the ‘Spot the difference’ campaign. It highlights the versatility of Kestrel potatoes, portraying their purple spots as a unique selling point that sets the spuds apart from the rest.

The quirky television commercial takes a play-on-words approach, inviting viewers to spot the difference in a range of moving pictures. It positions Kestrels as the ‘ultimate’ potato and invites the consumer to find a spot on their plate for a tasty, ‘spotty’ Kestrel.

Says Mark Wightman, managing director of Them Advertising: “We were thrilled to work with SA Potato Company on this project. Through taking an integrated approach, we were able to lead a holistic campaign across both television and the online space.”

Them Advertising has also created a new responsive website for Kestrel that is user-friendly, functional and mobile optimised. The fresh design mimics a modern food blog, featuring potato images that were captured during a recent photo shoot.

Says Marafiote: “What really impressed us about Them Advertising was their extensive knowledge – from market research and strategic planning to TV production and website development. This is what really sets Them apart from the rest.”

The television commercial will hit South Australian screens on Sunday 29 June, featuring on channels Seven, Nine and Ten.