NUTRITIOn

Launch of Healthy Potato Campaign – February 2004

The public launch of the US Potato Board’s Healthy Potato Campaign took place in February 2004 with “Skinny Potato” ads in opinion leader publications, such as The New York Times, Washington Post, USA Today and Roll Call.  At the same time, an aggressive publicity campaign focused on consumer lack-of-knowledge about potato nutrition and the industry’s campaign to get the facts out.  Media response was outstanding, as food and nutrition writers were eager to tell the positive story about complex carbohydrates.  The Skinny Potato image became the icon for this campaign.

The National Potato Council’s “Day in Washington” featured growers visiting their legislative contacts and federal agencies with USPB Skinny Potato press kits in hand. 

Radio interviews were conducted with the former President of the American Dietetic Association, and print interviews were conducted with USPB spokespeople.

A tie-in with Weight Watchers produced a video news release on the nutritional qualities of potatoes, an editorial in Weight Watchers magazine and potato nutrition discussions at weekly meetings.

Foodservice and retail versions of the Skinny Potato ads ran in trade publications, while point-of-sale promotions featured the nutrition facts labels.  Foodservice and consumer recipes appeared on menus in restaurants and in homes across America.