Challenge
In the wake of the low-carb diet fad, negative perceptions about carbohydrates and potatoes still existed. Even more misunderstood was the French fry, a Canadian favourite demonized in the media because of obesity and school feeding issues. And for the first time, foods were being labeled as “good” or “bad” at the government level.
Solution
To counter this negative trend, Fleishman- Hillard worked with McCain and Canadian potato producers to develop the Potato Facts Campaign, a national program to educate Canadians about the positive nutritional attributes of potatoes and oven-baked French fries, specifically McCain Superfries®. After designing and conducting a national omnibus survey which reaffirmed the need for consumer education, FH managed all aspects of the campaign, including print advertisements, Potato Facts bookmarks, stakeholder & government outreach, national media relations campaign, Web site design and a Virtual Toolkit for dietitians.
Results
Potato Facts achieved great success, reaching approximately 15.7 million Canadians and exceeding all expectations. Superfries® sales increased 11% and the French fry market rebounded from a 3% decline to a 2% growth during the execution of the campaign. As part of the campaign, over 366,000 bookmarks were distributed to consumers and stakeholders and more than 7,500 registered dietitians across Canada were contacted. The campaign changed the dynamic of the discussion around French fries with government, media and stakeholders.
