Bord Bia - National Potato Day
Potato Power!
Highlights
➜ In 2023, earned media resulted in a reach of 1,478,700
➜ A rich resource of exciting content streams and quality campaign assets has been built over several years
➜ Creative approaches are used to generate new themes and news-hooks each year
The Brief
Bord Bia’s National Potato Day is the annual celebration of one of Ireland’s favourite foods, the versatile and delicious potato! The campaign, run in association with the Irish Potato Federation and the Irish Farmer’s Association, takes place in October each year and promotes the potato as a nutritious and tasty ingredient which can be enjoyed in dishes throughout the day. The National Potato Day celebration also serves to highlight that potatoes are easy to prepare, an affordable kitchen staple, nutritious, and can be used as a starting point for a variety of interesting meals.
The Approach
Since 2017, our team has supported the Bord Bia Horticulture Department on the promotion of the annual event. This involves devising and managing a comprehensive communications campaign in the lead-up to, and on the day of, Bord Bia’s National Potato Day. We work closely with Bord Bia and industry stakeholders to develop the annual communications strategy. This involves undergoing extensive planning to identify a new campaign theme to generate talkability online and in the media each year. The overarching theme informs news hooks and from this we identify suitable campaign ambassadors to elevate digital and experiential activity. In recent years we have focused on a digital-first campaign, forecasting social media trends that could be leveraged within the campaign theme.
The Impact
National Potato Day has gained much traction and popularity over the last number of years. The campaign has resulted in extensive high-profile positive media coverage as well as increasingly high engagement online. Our team has introduced a range of new content streams to support the campaign over the last number of year’s including a series of potato recipe videos focusing on simple cooking skills, visual assets to support social media, engaging and trend-led video content, promotional activity and high-impact media partnerships.
Bord Bia - National Potato Day