IPC had the initiative to promote Idaho Potatoes as a healthy carbohydrate since one of the biggest challenges of the account is the belief that carbohydrates affect in a diet, so, through athletes such as Paola Longoria, Charlie Sarmiento and Oso Negro a “good carbohydrate” campaign was launched.
The biggest challenge was to find the athletes and spokesperson for the campaign, since they had to show a good image and be an example for consumers. We managed to contact Paola Longoria, one of the best racquetball players in the world, with 334 ,000 followers on Instagram, Paola has been talking about the IPC for 3 months and has made recipes, routines, and publications with more than 1700 likes about the benefits of potatoes. Charlie Sarmiento has carried publicity on his networks and has given talks on health and sports with more than 480 reproductions. While IPC became an official sponsor of the Ultra Marathon “Black Bear” with whom he will have advertising throughout 2021 and until the race in January 2022 with banners of the account in training and advertising on social networks of the race.
Imalinx executed a #StayHome campaign on behalf of the Idaho Potato Commission with the goal of creating a unique consumer program that encouraged potato consumption.
The proposal was executed by renowned chefs on the Mexican border: Adria Marina, Bianca Castro and Javier Plascencia, who developed home cooking recipes with Idaho potatoes as the main ingredient. The chefs used different digital platforms, such as Facebook, Instagram Lives and YouTube where they spread their own recipes.
Likewise, the activity was merged with a retail marketing strategy, with printed QR codes which, send the user to one of the recipes developed by the chefs. These eight recipes were published at the official site in a new section “Recipe of the week”.
The proposal was accompanied by a communication activity in Calimax, a supermarket chain in Tijuana, where different content with Idaho potatoes was published through social networks, as well as radio and television ads on its internal channel. As a surprise activity, people also participated in an activity to win exclusive prizes for the brand from their homes through platforms such as Facebook and Instagram.
In conjunction with the Retail Chain Calimax, the exhibition contest between the stores was held in all its formats with Idaho Potatoes (bags or bulk) 81 stores from Tijuana, Mexicali and, Ensenada participated in the objectives of the promotion: increase idaho’s potato supply and train buyers and warehouse personnel on proper handling and storage of the product.
The promotion lasted 4 weeks and Wilcox sent over 28 loads of Idaho potatoes.
In addition, the activity was complemented with a communication plan in conjunction with Calimax on its social networks, television ads and, radio. Also, a publication at the newspaper Frontera.
Sales of Idaho potatoes in the three winning stores increased by 62 % and, in total had a reach of 1 313 407 consumers.
NuChef previously participated with Imalinx in 2016, in the Idaho Potato Commission project, “Blogger Harvest Tour”. Since its beginning in 2004. then the NuChef community has grown significantly.
Imalinx decided to collaborate with them to create an activity in order to position the Idaho Potatoes in the market, the activity consisted of two given workshops where people could cook using Idaho Potatoes, the first one focused on housewives early in the morning and the second one for executives in the afternoon.
The menu created was:
As a gift, participants received fresh Idaho Potatoes at the end of the workshop. The potatoes used were sponsored by Grupo Dispersa.
The workshops had 36 participants, who got involved in learning more about ways to cook with Idaho Potatoes and seeing the results of the workshop they shared their experience in their social networks.
The participants were 15 stores of La Torre in Guatemala, 15 Super Selectos stores and 15 Walmart stores in El Salvador. Training and practices were carried out to encourage the inclusion of 2 new varieties of potatoes, the Red Potato and the Purple Potato of Idaho.
Potato Idaho sales at participating stores increased 50%.
As part of the consumer public relations program of the Idaho Potato Commission, Imalinx contacted a group of international bloggers to travel to Idaho and live the experience of knowing the entire process that the Idaho Potatoes go through to reach the consumer table.
The publications of all participants talked about the benefits, the way of harvest, the added value, recipes and the experience lived in Idaho.
The group was made up of bloggers focused on food from Guatemala, Costa Rica, Mexico, Panama and Puerto Rico.
Formed by Chef Citlali Huerta and Hussein Cárdenas of the TV Azteca program called “Con ganas” (with willingness) in the northern region of Mexico. With more than 3,000 followers on Facebook. Additionally, the Chef also published in her personal account with more than 2,000 followers.
With more than 14,790 followers on Instagram, 5,500 followers on Facebook and 2,000 on Twitter. The author, Jorge Chanis made publications using the hashtag #RicasPapasDeIdaho.
Mara Corado Valls, the owner of NuChef, with more than 3,000 followers on Instagram and Twitter and approximately 1,000 followers on Facebook.
An account with more than 5,700 followers on Facebook, 4,297 on Twitter and 3,065 on Instagram. He published the best moments of the experience and some with content focused on the Idaho Potato harvest.
At the end of the project, the 4 bloggers totaled 73 posts in the 3 social networks. Approximately 55,000 people were reached, and the posts generated traffic to our Idaho Potato Fan Page on Facebook.
In October 2012, after the first negotiation reunion between the importer of Costco and Idahoan Foods, the first order was placed and five months after, by March 2013, they had already imported 168 pallets of Idaho products.
Trade Mission coordinated with WUSATA and the Idaho Potato Commission and executed to increase the market share of Idaho potatoes in new countries of Latin America.
On January 2013, the Idaho Potato Commission in alliance with WUSATA (Western United States Agricultural Trade Association) participated in a Trade Mission to Panama and Colombia.
Several Idaho Potato growers and processors scouted the market and established business relationships with retailers, importers and potential distributors of Idaho Potatoes. The objective of the mission was to learn more regarding the opportunities of this Latin America markets. Idaho potatoes producers and processors prospered in the market and established commercial relationships with potential retailers, importers and distributors for the brand.
The results were effective, as one of the largest retail chains in Panama generated their first purchase order, shortly after the trade mission.
The cooking workshop was coordinated by the Idaho Potato Commission on October and carried out in the British American School.
Parents, professors and media experienced the workshop with the chef Natalia Delgado, ambassador of the Idaho Potato Commission. Natalia promoted the “Good Eating” and highlighted the nutritional benefits of including Idaho potatoes in their daily diet.
Participants discovered the versatility of the products by cooking unique recipes with dehydrated as more than just mashed potato.
Below you will find some pictures of the Cooking Workshop.
As part of the consumer program of the Idaho Potato Commission, Imalinx created a strategy where Idaho products participated in the menu “The month of United States” of the restaurant chain Sanborn’s.
During July 2012, the USA menu was featured in all 200 Sanborns restaurants nationwide. The IPC participated with the inclusion of 2 different dishes featuring Idaho mashed potato.
The objective of the strategy was to generate brand awareness of Idaho mashed potatoes, and its quality. In addition, to position the brand and integrate the product in the daily diet of the smallest members of the family.
Different POS materials were used to support the program. Tent cards, posters, banners and newspaper ads were part of the campaign, all of which included the Grown in Idaho logo. Imalinx representative on behalf of the IPC also negotiated to have Spuddy Buddy visit 10 restaurants in Mexico City to create brand awareness among consumers.
The interaction between children and Spuddy Buddy was the most successful as 70% of children ordered a dish with potatoes, asked for pictures with Spuddy motley.
According to the sales information Sanborn´s provided us, in all 16,160 dishes featuring Idaho mashed Potato were sold over a 1-month period.