Idaho&reg Potato Commission "Project Reinvent" Ad Campaign Tastes Success

« Back | Print

EAGLE, ID, June 30, 2008 - When it comes to pushing potatoes, the Idaho Potato Commission (IPC) won't be accused of reinventing the wheel - only delicious dishes. Industry peers at Plate magazine and the National Agri-Marketing Association (NAMA) recognized the IPC's creative spin on selling spuds by awarding its "Project Reinvent" ad campaign with awards for advertising excellence.

Launched in September 2007, the IPC's "Project Reinvent" foodservice ad series challenged six great American chefs to push the envelope with potatoes. Each chef revamped the classic Idaho® Potato in appetizing, visually appealing recipe ads aimed at inspiring culinary professionals to take a second look at spuds.

The campaign featured top chefs including David Walzog, SW Steakhouse, Wynn Las Vegas (Idaho Potato and Eggs with Smoked Salmon, Créme Fraiche and Chives); Sherry Yard, Spago, Beverly Hills (Idaho Potato Knishes); Rick Tramonto, Osteria di Tramonto, Chicago (Idaho Potato Gnocchi with Clam Chowder); Susan Goss, West Town Tavern, Chicago (Fried Idaho Potato Salad); Tracy O'Grady, Willow, Washington, DC (Spiral Cut Idaho Potato French Fries with Smoked Tomato Paprika Aioli); Bart Hosmer, Marriott Corporation (Idaho Potato Lollipops).

"We wanted to spark the imaginations of culinary professionals, and we certainly did accomplish that with 'Project Reinvent,'" said IPC Vice President of Foodservice Don Odiorne. "From small plates to sides, the participating chefs created mouth-watering recipes that showcase the endless possibilities of cooking with Idaho Potatoes."

Plate subscribers rewarded the innovative take on tubers by rating the "Project Reinvent" ad featuring Rick Tramonto's Clam Chowder with Idaho Potato Gnocchi among the top five ads in the Jan/Feb 2008 issue. More than 80 percent of Plate readers rated the ad as "attention-getting."

The "Project Reinvent" ad series also received accolades from NAMA, the nation's largest professional association for professionals in marketing and agribusiness. The campaign won the Best of NAMA Award for a Trade Ad-Series at the regional and national levels.

"Our 'Project Reinvent' chefs took Idaho Potato dishes to a whole new level," said Odiorne. "These culinary creations really caught our eyes, and it's rewarding to receive such positive reception from industry professionals."

The IPC's "Project Reinvent" campaign will return for its third run in September 2008. The 8-ad series features Idaho Potato dishes created by chefs from great American resorts such as The Breakers, Pebble Beach and The Enchantment Resort.

Plate Award

  • The IPC "Project Reinvent" Ad with Chef Rick Tramonto's Clam Chowder with Idaho® Potato Gnocchi ranked among the top 5 ads in the Jan/Feb 2008 issue of Plate

Best of NAMA Awards

  • Regional Best of NAMA Award in the Trade Ad-Series Category for the "Project Reinvent" Foodservice Ad Campaign

  • National Best of NAMA Award in the Trade Ad-Series Category for the "Project Reinvent" Foodservice Ad Campaign

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.