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.