Little Potato Company Starts Promotional Campaign and Obtains Results
The Little Potato Company has launched a campaign in select supermarkets in the U.S. and Canada called “Add a Little Sizzle to Your Summer”.
The program is only the second major effort since the 22-year-old Edmonton, Alberta-based company started bringing product into U.S. markets six years ago.
Big Y, one of the supermarkets involved in this program, saw more than a 12% lift in the month of July. The Little Potato Company will further evaluate the program’s success once final numbers are available.
According to Shelley Henschel, marketing manager, the summer BBQ/grilling campaign was aimed at consumers whom the company has identified as food socializers – “those who love to cook and eat together, are adventurous in terms of food preparation methods and appreciate the extras that make little potatoes easier to prepare, more convenient and versatile,” she says. Key decision-makers are still predominantly women, aged 25-45, she adds, but there’s a slant toward men in this age group who enjoy grilling primarily during the summer months.
The focus is on the company’s creamer potatoes overall and its oven/grill-ready trays specifically. Building on last fall’s successful “Eat Your Vegetable” campaign – the first major in-store effort – the goal of this program was to continue to drive trial and awareness of the many options available with these small, ready-to-eat potatoes, according to shoppermarketingmag.com.
Henschel says a big part of the company’s message to consumers centered around convenience. The Little Potato Company’s creamer potatoes are washed and ready to eat – no peeling necessary – and whether using in a suggested recipe, preparing a favorite way or choosing one of the company’s grill-ready flavors, consumers have quick and convenient options.
While she declined to disclose actual figures, Henschel says that the company’s marketing budget will continue to grow with the company and its in-store efforts will be in line with that growth.
