West Australians caught a glimpse of the new potato campaign last Saturday 2 July with the launch of Todatoes.
The Western Australia (WA) Potatoes Grower Association launched the advertising campaign, which includes TV, digital and billboard advertising, to get people eating more potatoes, more often.
The televised ad features a range of dinner options with spuds at the centre of the plate, using a play on words to give inspiration for ‘Mondatoes’, “Tuesdatoes’, and so on.
The campaign was launched during a critical time, WA Potatoes Growers Association CEO Simon Moltoni told The West, with a glut in production meaning farm gate returns are less than the cost of production for the state’s potato growers.
“Unfortunately, this campaign is unlikely to provide a quick fix for growers currently suffering hardship,” Moltoni said. “It should have more of a longer- term benefit.”
Moltoni said he hope the ‘Todatoes’ campaign would pick up on the success of the previous Fresh Potatoes promotion run by the Potato Marketing Corporation. The campaign increased the number of households buying potatoes, but that figure has dropped since the WA potato industry was deregulated and the Potato Marketing Corporation was abolished.