3 Dec 2021
The 2021 FreshAwards Marketing Campaign of the Year, sponsored by PML, was awarded to Branston.
This fun campaign to make potatoes the star of the Christmas dinner plate certainly grabbed consumer attention during a traditionally busy period.
The Great Mash Divide stimulated a national consumer debate about whether mashed potato should be on your Christmas dinner plate, demonstrating a north-south divide across the UK. Targeting national, consumer press and social media this campaign raised awareness of fresh potatoes and drove increased sales over the 12 weeks leading up to the end of December 2019.
This high impact, low input, generic campaign enabled all retailers and potato suppliers to participate in the debate with their customers, taking advantage of data generated by a robust consumer survey combined with a strong news hook.
The judges commented: “An ingenious and selfless national consumer campaign for the benefit of the whole fresh potato sector.“