The Bord Bia campaign kicked off last week with 400 promotional kits sent to key retailers including Spar, Londis, SuperValu, Superquinn, Dunnes Stores and Tesco. The kits contained posters, shelf-talkers, recipe leaflets and PoS material, as well as a DVD advising on best practice.
Bord Bia hoped the campaign would help reverse declining consumption, said horticulture manager Mike Neary. "We're trying to put potatoes back into people's minds," he said.
The campaign's focus was on promoting the key messages of taste, health, convenience and value for money, Neary added.
The potato has been synonymous with Ireland for centuries but, as The Grocer revealed in August, volume sales in the Republic have tumbled 18.4% year-on-year [TNS 52w/e 14 June 09].