An Overview
How do you create an extraordinary campaign to substantiate a premium potato?
The nation was tightening its purse strings and moving to cheaper own-brand spuds. We had to persuade them to spend a little more for a premium potato. And introduce consumer to AB’s new chilled, frozen and fresh vegetable range. Re-thinking the traditional field-to-fork story landed us a new brand proposition: ‘Specially picked to be enjoyed together.’
We turned our proposition into a performance by world-class acrobats with a booming fanbase. A spectacular representation of the picking line with a twist on a classic opera track to leave ears ringing to the sound of PO-TA-TO! Showing that Albert Bartlett makes mealtimes extraordinary.
Volume increase in chilled category
Frequency increase in chilled category
Penetration uplift in chilled category
Volume increase in fresh category
Penetration uplift in fresh category
brand in chilled category
industry average in fresh category
Penetration uplift in fresh category