Trade body AHDB Potatoes has unveiled a major new partnership with blogger-of-the-moment Deliciously Ella who will promote potatoes to her five million social media followers.
Ella Woodward, whose mother is heir to Sainsbury’s business, has built her foodie empire around a desire to eat ‘natural’ and healthy food. As part of the endorsement, she will develop a series of exclusive potato recipes aimed at young women with busy lifestyles.
She said: “I’m really excited to cook creatively with potatoes – a healthy and versatile food that I’m keen to encourage everyone to be more adventurous with. I’m hoping to help people see potatoes in a new light – they’re a natural, fresh, unprocessed food which can be included in a nutritious, balanced diet in so many dishes. They also fit in perfectly with a plant-based, gluten-free diet, like mine.
“Potatoes are so quick and simple to cook with – the key is learning how, and not pairing them with unhealthy foods. I’m working with the Potatoes: More Than A Bit On The Side campaign to share some incredibly tasty, super healthy recipes with my followers. I feel so passionate about showing people how to give their bodies the love and health they need, and I can’t wait to show them how potatoes can play a part in this.”
Head of marketing at AHDB Potatoes, Nick White, said: “Reports suggest that eight out of 10 people don’t like to be told what is healthy and instead prefer to cherry pick information from their peers and trusted sources. Acknowledging this within the marketing efforts of the potato sector is crucial.
“That’s why, as part of our campaign ‘Potatoes: More Than A Bit On The Side’, social media and peer marketing is a major focus. We’re working with numerous high profile bloggers and vloggers to share key health messages and recipe ideas that resonate rather than dictate.”
The rise in younger shoppers who are choosing to do smaller and more frequent shops means there is an opportunity for regular recipe inspiration, White continued.
“Recipe inspiration plays a massive role here, with people specifically shopping for a particular meal idea they may have seen or heard about during the day,” he said. “Our bloggers are well-respected and have access to a wide range of recipes and nutritional messages that position potatoes as a fuss-free, simple and tasty option, ideally suited to modern-day dishes and international flavours.
“Harnessing the power of leading bloggers and vloggers, as well as Twitter, Facebook and YouTube channels will enable us to reach more consumers and engage with them on a more regular and impactful basis. As research shows, this is clearly the way forward.”
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