Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32S E P T E M B E R / O C T O B E R 2 0 1 6 6 POTATO GROWER Sarah Reece, Global Marketing Manager, Potatoes USA Potatoes USA’s marketing cam- paign, The 9th Wonder of the World, celebrates the fun and ver- satility of cooking with potatoes. Consumers across the United States are very diverse, so it’s important to understand the uniqueness of each consumer group to enhance the program’s effectiveness. Our focus at Potatoes USA is to inspire con- sumers to make potatoes an inte- gral, and consistent, part of their food choices whether that’s at home or away. Food Enthusiasts, Potato USA’s consumer target seg- ment, represent a large portion of the population and are defined by their love of food as well as their desire to explore culinary cre- ations from around the world. For Food Enthusiasts potatoes are a beloved vegetable appreciated for the variety, versatility and ability to pair with many foods and fla- vors. The campaign is designed to engage all shopping and consum- ing segments using a combination of targeted print, digital and social advertising; video; electronic mar- keting; and public relations. Because 43% of potatoes are sold at retail, a part of this campaign was designed to reach Food Enthusiasts where they shop. Potatoes USA took the 9th Wonder of the World to retail stores by cre- ating a series of five print ads for in-store print publications at Kroger and Wegmans that ran from December 2015 – May 2016. Each ad featured an image of an innovative potato dish and a call to action reminding consumers to pick up potatoes in the produce department. To ensure a comprehensive under- standing of the impact of the retail print ads, Nielsen Perishables Group analyzed the sales data. The 2016 analysis of the retail advertising was comprised of a matched panel analysis to com- pare test and control panel stores with similar trends before the campaign started. Overall results showed that the ads resonated well with consumers Potatoes USA Mes sage Explore The 9th Wonder Of The World At Retail