The British Potato Council's National Chip Week has generated huge media interest and boosted potato sales.

During the campaign on February 17-23 the BPC's techniques reminded consumers that chips remain the UK's favourite dish and encouraged them to give in to the taste.

The BPC generated news coverage for chips and potatoes in more than 400 national and regional newspapers and the message was featured on television programmes such as Emmerdale. It would have cost £1.7 million to purchase the media space that National Chip Week achieved, 27 times the BPC's original spend.

Celebrity chef Ainsley Harriot spread the message through a feature in the Daily Express and regional papers. And piping hot chips were delivered to over 800 media venues in a number of key city areas.

Activities helped trigger increased sales of fresh potatoes and potato products with major retailers who sold thousands of bags of fresh potatoes with the BPC's Love Chips logo.

The BPC also helped organise promotional shelf barkers and banners to further raise awareness of the campaign in store.

On average the six retailers who participated on a national scale saw sales uplifts of 20 per cent in both fresh and frozen categories. On-line advertising was used for the first time and Sainsbury's recorded a 17 per cent uplift for chips and potato products.

A BPC promotion reached millions of radio listeners which led to 32 million opportunities to hear about the campaign. A survey indicated radio was the method by which most consumers heard about National Chip Week. Thousands of e-mail addresses were sent an interactive chip game that was played over 88,000 times during the week.

Around 1,000 fish & chip shops took part in the promotion displaying BPC Love Chips point of sale material - up 40 per cent on last year's campaign. Many pubs and restaurants also took part, featuring Love Chips branded point of sale material.

National Chip Week 2004 takes place between February 16 to 22, 2004.

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