Rare serves up some goodness with a new campaign to put potatoes back on the menu

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PMC_Chips_BLOG.jpgPMC_Roast_BLOG.jpgThe potato is often overlooked for more popular vegetables, but it's about to have its moment in the sun thanks to a new campaign by Rare.

The agency was appointed last year to work with the Potato Marketing Corporation on a $1.8 million 12 month grower funded campaign to target the decline in potato consumption among younger consumers.

The campaign aims to make potatoes appealing again, bringing them back to WA dinner plates.

Watch the TVCs.

"Research showed us that the millennial generation think potatoes are fattening and just too hard to prepare," Rare head of strategy Richard Beards said. "The reality is that they contain no fat and can be whipped up in no time."
This key insight directed the agency to create a campaign which tapped into the popularity of TV cooking shows, creating a series of closely shot mini, 30-second meal creation advertisements to inspire healthy, quick and easy potato based meals.

The ads conclude to reveal that the master chef is in fact a normal suburban mum or guy and points consumers back to the Fresh Potatoes website to find out more.

As well as talking to consumers, the agency met with growers from Gingin to Pemberton to understand industry issues and also unearthed some clever cooking tips from commercial chefs and nutritionists.

The TV campaign will be supported by a targeted press campaign and a new website developed by Rare's digital team that features  potato recipes, tips and tricks, plus major supermarket point of sale and recipe cards.

There hasn't been a targeted potato campaign in WA since Con the Fruiterer asked, "What No Potato?" in the late 80s.

Rare Creative Thinking
Head of Strategy - Richard Beards
Account Manager - Sylvie Gohl
Creative Director - Brett Wheeler
Writer - Steve Brown
Agency Producer - Shannon Hicks

Prod. Co. - Penguin Empire
Director - Robert Forsyth
Producer - Kelvin Munro
Director of Photography - Danny Pope
Food stylist - Ursula Nairn

Post Production - Siamese
Sound - Brainestorm

Potato Marketing Corporation of Western Australia
Market Strategy - Paul Graham
Brand Manager - Laura Clarke

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