Idaho Potato Commission Comic Book Crusaders Rescue Retailers from Dwindling Produce Sales

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EAGLE, ID, October 13, 2008 - The Idaho Potato Commission's (IPC) comic book capers are back again to help fight against evil and, even worse, lackluster produce sales. The award-winning ad-series launched last fall to rave reviews, and will return this year, better than ever! The eight-ad campaign features an array of comic book characters including caped crusaders, superheroes, mad scientists and old west cowboys all touting the power of stocking Idaho Potatoes.

"We have received nothing but positive feedback from our retailers and industry peers since the comic book ad campaign launched last fall," said Seth Pemsler, VP Retail/International IPC. "The unique artwork and the messages communicated in the ads really break through. We know that when people see the ads, they stop and take the time to actually read them - a homerun for any print ad campaign."

Hand-drawn by well-known international artists, the attention-grabbing ads tell the action-packed story of Idaho Potatoes saving produce sales - a superhero most retailers could use in the current economic environment. From an Old West showdown, to a character with superhuman speed and a mad scientist, the ads are fun-filled, but the message is loud and clear, no other potatoes bring with them the powerful punch that genuine Idaho Potatoes pack.

The new ad series began running in produce publications in September with the eight different spots rotating throughout the year. But you don't have to wait in anticipation for each ad to release, because the IPC has published a 16-page comic book promo for retailers featuring the ads from both this year's and last year's campaigns - a fun read worth keeping.

Last year, the campaign won numerous awards, including being named the Best Ad Series of any commodity group in the nation by NAMA (National Agri-Marketing Association).

Founded in 1937 as the Idaho Fruit and Vegetable Advertising Commission, the IPC, made-up of nine commissioners representing processors, shippers and growers, is the national authority on the world's best-loved potato. Although Idaho is famous worldwide for its premium potatoes, some consumers don't realize that only potatoes grown in Idaho 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.