Idaho® Potatoes Make Broadway Debut

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Eagle, Idaho, November 24, 2008-Lion King, Jersey Boys and Idaho® Potatoes...Yes, Idaho® Potatoes will appear in lights right along side some of the world's most popular Broadway shows when its commercials, featuring fitness guru Denise Austin, make their Broadway debut on the CBS digital board in New York City's famed Times Square. From November 12 through December 7, the CBS digital board located at 42nd Street, between 7th and 8th Avenues, will air the ads more than 415 times mixed with CBS programming and favorite celebrity moments from North America's largest Thanksgiving Day celebration.

"We are excited to be reaching consumers in the #1 market in a prime location during the peak holiday shopping season," said Frank Muir, President/CEO Idaho® Potato Commission. "Our 'home-grown,' healthy messaging will resonate with consumers as they prepare to feast with their families."

The ad placement, secured by the IPC's Santa Barbara-based agency Evans, Hardy + Young, Inc., will reach an estimated 36 million people, including locals and tourists in town during the Macy's Thanksgiving Day Parade and Black Friday, the kick-off to the Christmas shopping season. Visit the IPC's video gallery to view both commercials playing on the big screen.

As consumers contemplate what to serve up for the holidays, Denise will be dishing on why quality Idaho Potatoes are part of her family's healthy diet. The Idaho® Potato Commission's (IPC) new commercial featuring a new slogan, "Genuine Idaho® Potatoes, from the best earth on Earth," will take consumers straight to Idaho for a glimpse of Denise in the natural environment that produces the world famous spuds. A second commercial showcases Denise in her natural environment - the gym. The high-energy spot combines an energetic Denise with nutritious Idaho® Potato dishes - perfect for feeding a healthy appetite. Both ads promote the IPC's key messages touting the health benefits of Idaho Potatoes: At 110 calories, one Idaho Potato contains zero fat and cholesterol, 45% daily value of vitamin C, nearly two times as much potassium as a banana, fiber, protein, vitamin B6 and complex carbohydrates, which are essential for anyone on the go.

Founded in 1937, 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.