Nine Ads and Four New Super Heroes Help Retailers Save the Day
October 11, 2010, Eagle, ID – The Idaho Potato Commission (IPC) launched the newest installment of its award-winning, “Comic Book” advertising campaign featuring a brand new cast of characters, The Idaho® Potato Field Force. In traditional comic book format, each of the nine full-page ads is packed with exciting adventures that bring to life everyday issues retailers face and offer heroic, but practical solutions.
Who is this Fearless Field Force? None other than the IPC’s four real-life Field Representatives, Bill Savilonis, Ken Tubman, Larry Whiteside and Kent Beesley. With the ability to detect a produce problem miles away, Bill, Ken, Larry and Kent swiftly transform themselves into Super Heroes and swoop in just in time to save the day. From offering up-to-the-minute market sales data, eye-catching marketing tools and expert category analysis, the Fearless Field Force can rescue any distressed produce manager.
“Hands down, this is the best comic book-themed ad campaign we’ve produced yet. It’s energetic and creative while being, most importantly, informative,” explained Seth Pemsler, Vice President, Retail/International, IPC. “Even though the Field Representatives are depicted as fictional Super Heroes, the challenges retailers face daily and solutions the Field Representatives offer in the ads are absolutely real.”
In addition to the print campaign, the IPC has created engaging marketing materials designed to remind produce managers that Idaho® potatoes can increase sales and volume in their department:
* Comic Book – Read the comic book cover to cover and enjoy the marvelous mayhem of the Idaho® Potato Field Force.
* Videos – Prop your feet up and log on to idahopotato.com and watch five of the nine ads come to life. Keep an eye open for the videos on key trade publication websites where there are running as revolving banner ads.
* Special Mailing– In traditional IPC fashion, a third, and surprise element will be introduced later in the year.
All nine ads are currently running in six produce retail/trade publications.
The Idaho Potato Commission is a state agency that is primarily responsible for expanding the markets for Idaho-grown potatoes through advertising, promotion and research. The Commission also protects the use of the "Idaho® potato" and "Grown in Idaho®" seals, which 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. For more information visit www.idahopotato.com
Evans, Hardy & Young
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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EAGLE, ID 83616