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M A R C H 2 0 1 66 POTATO GROWER By Kimberley Breshears Marketing Programs Director US Potato Board Consumers across the United States are very diverse so its critical to focus our marketing efforts on spe- cific targets. Food Enthusiasts the United States Potato Boards newest consumer segment represent a large portion of the population and are defined by their love and overall involvement with food as well as their desire to explore culinary cre- ations from around the world. For Food Enthusiasts potatoes are a loved vegetable and appreciated for their varieties versatility and ability to pair with many foods and flavors. Consumers are at the heart of the USPBs marketing efforts since they choose the food they eat. As such our focus is to inspire consumers to make potatoes an integral and con- sistent part of their food choices whether thats at home or away. Potatoes The 9th Wonder of the World is the USPBs new fully inte- grated communications campaign designed to engage all of the shop- ping and consuming segments by using a combination of targeted print digital and social advertising video electronic marketing social media and public relations. The 9th Wonder of the World marketing cam- paign is focused on the following components USPB Message Food EnthusiastsFocus Of The 9th Wonder Of The World Campaign