Q: What message will be tested?
A: By now you have heard of the industry-wide consumer-tested research that created the Potatoes Goodness Unearthed™ message. Potatoes Goodness Unearthed™ is the culmination of several months of in-depth consumer research by a leading New York City-based international branding agency notable for creating “Fruits and Veggies, More Matters™” for the Produce for Better Health Foundation.
The USPB has adopted the Potatoes Goodness Unearthed™ message, and it is currently running as a print ad in a national magazine campaign.
The Fresh Demand Working Group aims to test the effectiveness of the Potatoes Goodness Unearthed™ message in radio and television spots.
Q: Describe the targeted consumers.
A: Target consumers are females, between the ages of 24 and 54 with children under 18 in the home who make the grocery shopping and in-home meal preparation decisions. During the rigorous quantitative research process used to develop and test the message, the target audience scored Potatoes Goodness Unearthed™ the highest indicating that it is the most likely message to change their purchasing attitudes and behaviors.
The research also revealed that in order to persuade the target audience, messaging must highlight potato nutrition facts while moving beyond the facts and emotionally connecting the goodness of potatoes in a way that is relevant to consumers’ lives today.
Q: Why not just wait it out and see if fresh potato consumption turns around now that the economy is weak, and, we assume, there are more meals cooked at home?
A: The operative word is “assume.” Rather than making assumptions, we strongly recommend using scientific study and proven advertising agency measurement tactics to find out what will or won’t work to increase fresh potato demand. In addition, while fresh potato consumption has experienced short-lived increases in consumption during economic downturns, the long-term trend is still a significant decrease in per capita consumption.
Q: Have radio and television ads directed at consumers been effective in the past?
A: The Idaho Potato Commission, using funding collected from Idaho growers, has run radio and television spots targeted to consumers in selected cities. The IPC reports noticeable success and increased demand for both the Idaho potato brand as well as some lesser but still positive effects for non-Idaho potatoes as a result of the spots.
Q: Will this ad campaign complement potato promotions by state commissions and individual companies?
A: One of the key elements of the ad test will be to see if the Potatoes Goodness Unearthed™ message can be presented in a way that complements rather than competes with existing and future state and private brand advertising and promotions.
Q: As a grower, I have already invested in land, tractors, specialized and customized harvesting and handling implements, applicators, storage facilities and irrigation equipment. Why should I invest in advertising testing?
A : We realize that producing fresh potatoes represents a major and ongoing investment. The goal of the Fresh Demand Working Group is to increase fresh demand for the viability of the entire industry, because demand is dropping. It would be folly for the industry to entirely depend on United to use acreage reduction or buying down excess acreage to counteract declining demand.
The decline of consumption must be stopped. Demand must be increased as well. To survive, the entire fresh potato industry needs to step up to creatively increase demand so that demand and supply can come into balance at volume levels that better justify the existing levels of investments that growers have in land and equipment. Stated another way, increasing fresh potato demand heightens grower profit potential.
Q: Isn’t it the United States Potato Board’s job to advertise?
A: At the request of the Fresh Demand Working Group, the USPB has invested significant time and money developing the consumer-tested Potato Goodness Unearthed™ messaging. The USPB has also committed a portion of its domestic marketing budget to develop the creative content of radio and television spots, but there simply is not enough money to also buy airtime. The Fresh Demand Working Group is turning to the industry to ask for funds to purchase airtime and conduct the scientific study to measure the real impact of the ads. United has been given the task of leading the fundraising efforts. The goal is to raise $600,000 for ad testing in selected cities.
Q: After the radio and/or television ads are developed and air in test cities, what happens next?
A: The effectiveness of the spots will be evaluated. If the results indicate that running radio and/or television spots is an effective method for increasing fresh potato consumption, the Fresh Demand Working Group will convene to determine how $10 million annually can be raised to run a broad radio and television spot advertising campaign in targeted cities. If the results indicate that the proposed radio and/or television advertising does not produce the increase in consumption desired by the industry, UPGA has pledged to continue to partner with the Fresh Demand Working Group, the USPB, and state commissions to find other alternatives to help spur consumption.
Q: How can I learn more?
A: Contact your local United co-op board members to learn more about the ad test fundraising and the goal to increase fresh potato consumption.
Q: O.K., you have convinced me. How do I make a contribution?
A: To contribute funds, mail a check written to UPGA Ad Test to 123 Wright Brothers Drive, Suite #110, Salt Lake City, UT 84116.
Q: Can my state potato commission or trade association make a contribution as well?
A: All state commissions and organizations are encouraged to contribute to the effort. The Fresh Demand Working Group is aware that some commissions may have a legal or political restriction that does not allow sending money to UPGA. In that case, state commissions may send their contribution directly to the United States Potato Board 7555 E. Hampden Ave, #412, Denver, CO 80231.
Q: What is the deadline for fundraising?
A: The deadline is October 1, 2008 so please mail your check before October 1.
Q: How can I convince others in the industry to make a contribution?
A: We applaud your willingness to use your influence and involve other interested parties in this important effort. For suggestions, feel free to contact United board members or contact the UPGA national office at 801-517-9000.
Thank you in advance for stepping up to help the fresh potato industry at this critical time!
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