EAGLE, ID, September, 2006 - Just as the fall harvest season is kicking into high gear, the Idaho Potato Commission (IPC) prepares to launch two brand new national television commercials starring fitness icon Denise Austin. The new ads - slated to start running in cities across the country in September -- feature Denise in a relaxed gym-setting talking about all the reasons why she likes Idaho Potatoes.
This is the third year in a row that Denise Austin, who stars in her own Lifetime Television Network exercise program ("Denise Austin's Daily Workout"), appears in commercials for Idaho Potatoes. Austin has served as the IPC's healthy lifestyle spokesperson for the same number of years and along with appearing in the ads, she's a highly visible and active member of promotion efforts in support of Idaho Potatoes.
The new commercials' primary messages center on the numerous nutritional benefits of potatoes, and Austin also talks about the fact that many people assume that all potatoes are created equally. As she says in the new commercial, "A lot of people think all potatoes come from Idaho, but they don't. You have to look for the Grown in Idaho seal." A major tenet of the IPC is to promote the Grown in Idaho seal so that consumers actively look for the seal when they are in the supermarket to ensure their potatoes are of top quality.
The commercial was produced by the IPC's advertising and public relations agency, Santa Barbara, CA-based Evans, Hardy+Young.
According to Frank Muir, IPC, President/CEO, "We like the new ads because they present Denise in a casual setting - she is so passionate about eating well and living a fit life, that this new creative really captures her spirit and intensity. She's proven to be a tireless advocate for staying away from diets that advocate eliminating certain foods or food groups and, instead, she talks about finding a balance and exercising to burn fat."
The commercials are just one facet of the IPC-Austin "front." The IPC is a major sponsor of her show and over the past year Austin has participated in multiple pro-carb initiatives designed to reach the general public with the "other side of the carb story." Last year, the IPC helped Austin launch her newest book called "Eat Carbs, Lose Weight" and later this month, the IPC will host a special event in New York City designed to celebrate the Idaho Potato harvest.
Although Idaho is famous worldwide for its premium potatoes, some consumers don't realize that only potatoes grown in the Gem State can wear the "Grown in Idaho" seal. Both Idaho® Potatoes and the "Grown in Idaho®" seal are federally registered Certification Marks that belong to the IPC. These Marks ensure that consumers are purchasing potatoes that have been grown in the state of Idaho.
Fall/Winter 2006-2007 Denise Austin Commercials
For the Idaho Potato Commission
List of Markets the Commercials Will Run InMarkets (19)
Idaho Markets (3)
Established in 1937, the Idaho Potato Commission (IPC) is a state agency that is responsible for promoting and protecting the famous "Grown in Idaho®" seal, a federally registered trademark that assures consumers they are purchasing genuine, top-quality Idaho® potatoes. Idaho's ideal growing conditions, including rich, volcanic soil, climate and irrigation differentiate Idaho® potatoes from potatoes grown in other states.
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