PW-ACTUA ‘Power to the Pieper’ (potato)’ has started ‘In the current times of trendy and responsible food, the search for tasty and healthy food is getting increasingly complicated. In the old days, we ate our breakfast, lunch and supper; we now mostly talk about it. Always and everywhere…. we’re constantly being bombarded with super-food advice from diet gurus and food bloggers. We’re looking for exotic products from faraway countries and healthy food seems more expensive than ever. Aren’t we letting ourselves be taken for a ride?’, that’s how the video for the Dutch table potato promotional campaign “Power to the Pieper” starts. ‘Fortunately, some things haven’t changed at all. The potato has been super nourishing for hundreds of years now. And that’s why ‘Power to the Pieper’ puts Holland’s pride, the potato, in the spotlights with a striking campaign. The Power Piepers are popping up in the supermarkets, on your timeline and, of course, on your plate! The Pieper offers a great many ways of continually serving up new, special dishes. From A group of 29 NAO members and sponsors want to stop the fall in table potato consumption in the Netherlands. roast potatoes to mash and delicious curries. The tastes, dishes and preparation methods are endless’. During a gathering - at which a potato dinner was served prepared by the young star chef Joris Bijdendijk of the Amsterdam Rijks Museum - the impressive promotional film was shown together with a group of well-known food bloggers. The purpose of the campaign is to promote the potato in a witty, innovative fashion. The video is only a starting point. The plan is to start a snowball effect with a lot of positive attention for the potato in a wide range of media. In his response, project leader Arend Zeelenberg tells us that the first reactions are very positive. After only one day, the campaign had already produced 300,000 Twitter messages. Inform the consumer The campaign was started at the end of 2014 by a group of 29 members of the Dutch Potato trade organisation, NAO, and sponsors. The purpose of the campaign is to stop the fall in table potato consumption in the The ‘Power to the Pieper’ video emphasises the healthy features of the potato. Netherlands, because, in 2013, consumption dropped to 282,000 tons, which is a decrease of over 20,000 tons compared to the previous year. In order to reach this goal, Zeelenberg wants to inform, inspire and trigger the consumers. The point he’s making is that the potato should become a more frequent part of the Dutch consumers’ favourite dishes and so stop the downward trend in potato purchasing. Twentynine potato companies jointly put 135,000 euros together every year to stabilise the consumption of potatoes in the coming years. In addition, the NAO also adds 100,000 euros from the sector, making a total of 235,000 euros. Because they also receive an EU subsidy, a total of 450,000 euros is added, as a result of which the project has 1,115,000 euros available until the end of 2017. ‘We want to reach 2 million Dutch people during the campaign, 70 percent of which is from the primary target group, which are families with small children’, Zeelenberg explains. Themes that the project group wants to emphasise are health, variation and, natural origin. ● Potato World 2015 • number 3 11 Pagina 10
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