Idaho Potato Commission's First Co-Branded Advertising Campaign Supports Charity Partner, RODS
Unique Commercial Set to Air During High-Profile Athletic Events
RODS member cheers on fellow runners during the Walt Disney World Marathon in January 2018.
EAGLE, Idaho, April 13, 2018 – The Idaho Potato Commission’s (IPC) first national co-branded television commercial, which originally debuted at the IRONMAN World Championship in Kona, HI, is set to air again this spring. Ten 30-second television spots celebrating the IPC’s 5-year partnership with Racing for Orphans with Down Syndrome (RODS) will air during the iconic Boston Marathon on April 16 and the AMGEN Tour of California in May.
In addition to highlighting RODS’ mission and founder Brady Murray, the commercial shares facts and interesting information about the Idaho® potato and its ability to fuel even the toughest athletic pursuits.
"The IPC has been a proud partner of RODS for five years,” explained Frank Muir, President & CEO, IPC. “This co-branded advertising campaign allows us to promote the Idaho® potato’s impressive nutritional profile to a very targeted audience -- health-conscious consumers and athletes -- while creating awareness for a wonderful cause.”
It will also be supported by a Facebook campaign running through August to encourage further engagement, such as inspiring potential racers, donors, and adoptive parents to get involved. Content will include heart healthy pre- and post-race Idaho® potato recipes, donation updates, adoption success stories, and more.
The campaign launches as RODS achieved an important milestone earlier this year. Reaching one-million dollars through fundraising efforts, RODS has helped place 35 orphans with their forever families. Building on this momentum in 2018, the organization plans to help 50 orphans through its “Countless Miles for 50 Smiles” campaign.
"The Idaho Potato Commission is proud to play a role in helping RODS achieve their mission and we’re thrilled to continue our work with them this year,” continued Muir.
About The Idaho Potato Commission
Established in 1937, the IPC is a state agency responsible for promoting and protecting the famous “Grown in Idaho®” seal, a federally registered certification mark that assures consumers are purchasing genuine, top-quality Idaho® potatoes. Idaho’s growing season of warm days and cool nights, ample mountain-fed irrigation, and rich volcanic soil give Idaho® potatoes their unique texture, taste and dependable performance, which differentiates them from potatoes grown in other states.