Potato chiefs are focusing on a convenience message this autumn. The British Potato Council will be reminding consumers that potatoes are fast food for everyday meal occasions.

Kathryn Race, BPC marketing executive, said it was moving away from the traditional seasonal messages to a more generic campaign with an investment of around £400,000.

Instore activities will include PoS material promoting the theme of ‘potatoes everyday, anyway’. The BPC is also launching a ‘Take a Potato to Work’ week on Monday (October 6), which will see commuters at train and bus stations and in busy city centres being handed special potato lunch packs.