Idaho Potato Commission Ads Receive Top Honors

SANTA BARBARA, CA, May 12, 2006 - The Idaho Potato Commission's (IPC) recent advertising campaigns in the consumer, retail and food service arenas, in both print and television mediums, have been awarded four prestigious "Best of NAMA" awards (one national, three regional). The National Agri-Marketing Association's "Best of NAMA" awards competition recognizes excellence in creative agri-marketing communications and is a hallmark of distinction in the agricultural advertising industry.

This year, NAMA received a total of 1,230 entries at the regional level, three of which were submitted by the IPC's California - based advertising and marketing agency EvansHardy+Young, Inc. (EH+Y). All three entries were awarded regional "Best of NAMA" awards, and one entry moved on to be awarded a prized national "Best of NAMA" award.

"To have our advertisements recognized as some of the best in the agricultural industry is phenomenal," remarked Frank Muir, President and CEO of the IPC. "Our recent consumer, retail and food service ad campaigns have been extremely successful in increasing the consumption of Idaho Potatoes on a national level, both in the home and in restaurants."

Advertisements submitted and awards received are:

This commercial was designed by EvansHardy+Young to illustrate to consumers that Idaho Potatoes are an important part of a healthy diet. In the commercial, Ms. Austin spoke about the significance of a well-rounded diet and incorporating exercise into a healthy lifestyle. She demonstrated this by walking up an oversized version of the U.S. government's MyPyramid food guidelines. This commercial aired on a national level from September 2004 through August 2005.

Frank Muir states, "Connecting Denise Austin, the MyPyramid food guidelines and a healthy lifestyle with Idaho Potatoes has been key in educating consumers who became caught up with Atkins and other low-carb diets. Idaho Potatoes really are nutritious!"
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 are grown in the state of Idaho.