Marcia Cross Rooster Albert Bartlett

UK supplier Albert Bartlett has been recognised for its innovative work in terms of promoting sales of fresh potatoes during the past year, picking up the Pr3 Marketing Campaign of the Year award at the annual Re:fresh awards, held last night (13 May) in London.

The company was praised for bringing a touch of glamour to the category with the involvement of Marcia Cross, star of US television series Desperate Housewives, as the face of a new campaign to market its Rooster brand.

'Albert Bartlett broke new ground for British potatoes in the last 12 months, by bringing in a genuine Hollywood A-lister to front its TV and media marketing campaign for Rooster Potatoes in the UK and Ireland,' said a spokesperson for the event.

Marcia Cross was apparently chosen to front the promotion because she offered a route to the younger consumer while also continuing to appeal to core shoppers who already bought the branded potatoes.

'The innovative strategy has used 'old-school' advertising to good effect for a product and category that is not used to such focused brand building,' the spokesperson added.

In a recent consumer insight poll, the Marcia Cross campaign scored in the top 3 per cent of television advertisements, with spontaneous brand awareness jumping from 16 per cent to 33 per cent.

Brand penetration rose by a staggering 96 per cent year-on-year during 2009, while retail sales volumes were up 135 per cent compared with the previous 12-month period. Retail spend was reported to be double the previous year's figure.

'At a time when the UK fresh potato market is in decline, Albert Bartlett has led the way in attempts to reverse the trend,' the spokesperson concluded. 'Rooster has helped refocus the category on taste as the principal vehicle to engage the consumer in the potato fixture.'

Below is a full list of award recipients:

Lifetime Achievement - Brian Madderson
Overall Produce Trader - Wealmoor
5 A Day Supporter - Capespan
Innovation - Greenvale AP
National Foodservice Supplier - Reynolds catering Suppliers
Regional Foodservice Supplier - Allison Riseboro
Processor - QV Foods
Wholesaler - Premier Fruits
Retail Florist - Diana Kaye
Packer - FW Mansfield & Son
Importer - Wealmoor
Multiple Retailer - Morrisons
Convenience Retailers - Budgens
Retail Market Trader - Brian Cleaver and Daughter
Independent Retailer - Wareings of Tarleton
Marketing Campaign - Albert Bartlett
Young Person - Rebecca Dawson