The Agriculture and Horticulture Development Board (AHDB) is planning to follow up its promotional potato campaign from earlier this year with another £150,000 marketing push in 2021.

The campaign will aim to promote the health and nutritional aspects of baked potatoes, as well as its cost-saving benefits for families on a budget.

This follows a £100,000 burst over the summer period which aimed to help support potato farmers during the height of the Covid-19 pandemic. The campaign was seen over 5 million times by British shoppers, according to AHDB statistics.

Nicola Dodd, senior marketing manager at AHDB, said: “The potato is blessed by a fantastic range of selling points, and is enjoyed in 94% of British households. People in these homes range from marathon runners to those juggling the school run – which shows there really is a baked spud for everyone.

“We’ve invested in new detailed analysis that shows not only what benefits will suit different groups of people, but also how these people behave online – so we can bring them the right baked potato-based inspiration, at the right time, in the right place.”

Dodd continued: “We are excited about putting what we have learned from our consumer analysis, as well as our experiences of handling press enquiries on behalf of the industry, to good work.

“Our targeting plan will deliver a campaign that promotes all of our key messages and ensures the correct messages land with the relevant groups of people.”