November/December 2021 - 42

Firing up the holiday marketing campaigns
Despite an
IDAHO POTATO
COMMISSION
Brett Jensen
Chairman
international
pandemic, Farmer
Mark's obsession
with the Big Idaho
Potato Truck is
stronger than ever
as evidenced in
the Idaho Potato
Commission's
(IPC) newest
national television
commercial, aptly
named " Hobbies. "
The IPC premiered its 12th commercial
featuring the Big Idaho Potato Truck and
Farmer Mark during ESPN's live broadcast
of Boise State University's (BSU) football
season opener against the University of
Central Florida (UCF) on Sept. 2.
Debuting the commercial during BSU's first
game has become a tradition. As a longtime
sponsor of the Broncos, the fans look forward
to being the first to see what crazy antics
Mark will pull next in an effort to find the Truck
and its adventurous Tater Team.
The commercial also aired on FS1 during
BSU's first two home games against UTEP
on Sept. 10 and Oklahoma State on Sept.
18. It began airing nationwide in October
on Fox News, CNN, Headline News, Food
Network, Hallmark, Discovery, OWN and
National Geographic, as well as streaming
platforms Discovery+, Hulu and Sling. It will
run through mid-March 2022.
The commercial is strategically scheduled
to air during the months when the truck
is not traveling allowing the IPC to costeffectively
build a year-round national
advertising campaign.
" Hobbies " continues to center on Farmer
Mark's ongoing search for the Big Idaho
Potato Truck. Finding a lot of time on his
hands during the pandemic Mark smartly
occupies his time with new hobbies - all
Idaho Potato Truck related, of course! See
what happens by viewing the commercial on
IPC's website and YouTube Channel.
In addition to the new television commercial,
the IPC launched its FY 2021-22 marketing
campaign in September. Highlights include:
* Big Idaho Potato Truck: Next spring
the four-ton tuber will celebrate its 10-year
anniversary. For a decade, the Big Idaho
Potato Truck has been traveling across
the country meeting millions of people
and making Idaho potatoes their favorite
vegetable in the produce aisle. In February
we'll announce the 2022 schedule that
will be packed with special events and lots
of promotions.
* The Most Famous Potato in the
Universe: We all know Idaho potatoes
are the most famous vegetable in the
world, but how about the universe? Very
soon the Idaho potato will have its very
own star. Its name and location will be
revealed on the website and through the
IPC's social media channels.
* Idaho-Ho-Ho Sweepstakes: A digital
scratch off game will be launched during
the four weeks leading up to Christmas,
the busiest buying season for Idaho
potatoes. Hundreds of prizes ranging from
cash to fresh Idaho potatoes to Spuddy
Buddies will be awarded.
* Famous Idaho Potato Bowl (FIPB):
The FIPB has become one of the most
exciting college bowl games to watch. Two
starting NFL quarterbacks - Josh Allen
509-582-8900
of the Buffalo Bills and Zach Wilson of the
New York Jets - earned MVPs when they
played on the blue turf. The 2021 game is
scheduled for Dec. 21.
* Social Media Influencers: The IPC
prides itself on working with some of the
most talented and passionate influencers
in the country, like A Cook Named Matt,
named " TikTok's Most Fun Chef " by Forbes
magazine. Our group of culinarians this
year promise to wow you with engaging
videos and impressive dishes.
Marketing campaigns specific to retailers
and foodservice sectors will remain robust.
The Regional Promotion Directors will
continue to meet with customers one-on-one
(or via Zoom) to ensure grocery store shelves
are stocked and there are plenty of Idaho
potatoes to fulfill menu requests.
We value your continued support of Idaho
potatoes and if you have any questions or
comments, please reach out to the Idaho
Potato Commission at 208-334-2350.
INDUSTRY NEWS
HIGHAM NAMED NEW IPC
CHIEF
Produce industry veteran Jamey Higham
will become the next president and CEO
of the Idaho Potato
Commission, effective in
early 2022.
Higham launched his
career in quality control at
Walker Produce in Idaho,
followed by several years
in sales at Potandon Produce in Idaho Falls.
He spent five years at Ford Motor Company
in marketing and sales after earning a
master's degree in international business
marketing at Arizona State University's
Thunderbird School of Global Management.
Higham returned to Potandon Produce
in 2003 for 13 years, ultimately serving as
vice president of sales. In 2016, he was
named president and CEO of Farm Fresh
Direct, where he helped drive strong growth
of the company's conventional and organic
potato lines.
Higham also has given back to the produce
Do you need more DAMMER DIKERS?
www.dammerdiker.com
40
Spudman.com
industry throughout his career, as a current
member of the United Fresh Government
Relations Council and as part of United Fresh
Produce Industry Leadership class 13.
http://www.dammerdiker.com http://www.Spudman.com
November/December 2021

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