PEI Potatoes will be on the small screen once again this year, with a brand new message and commercial. “Made to Enjoy” is a new approach for PEI Potatoes, aimed more at the end consumer than our previous campaigns. It is fresh, features children, and focuses on the final product while using humour to deliver the message.
The commercial features the young protagonist plotting revenge on her pesky nemesis, who has been tormenting her with his slingshot. She develops and builds a “potato launcher” to enact her revenge, but realizes she could never waste a delicious PEI potato. Our hero realizes the best use of a PEI potato is on her plate as she contently dives into a mouthwatering PEI baked potato.
“It’s an entirely new direction that we’re very excited about,” says Kendra Mills, marketing director. “It’s timely and speaks to those cooking at home more, which we know is growing due to our changing times.”
This new :30 spot was shot by Furrow Creative on PEI in the fall of 2020 using Island actors Morgan Saunders and Ben Docherty. The direction was brought to the next level with the inclusion of accomplished director, Brent Foster. It will air on TV in PEI and is featured in an online campaign in main markets, Ontario and Atlantic Canada from Jan 18 – March 14, 2021. View here: https://www.youtube.com/watch?v=y_4sIQZGIt8
To accompany this new message, PEI Potatoes will also be launching an exciting new retail promotion. It’s a Willy Wonka-influenced copper ticket-style promotion, with branded copper tickets inserted into PEI Potato bags destined for targeted markets. The winners will receive a Culinary Prize package, complete with a Meyer Canada pot, valued at $250. In addition, anyone can visit www.madetoenjoy.ca for their chance to win the Grand Prize of a trip for two to attend PEI’s Fall Flavours Culinary Festival. The timing of the grand prize fulfillment is dependent on COVID-19 protocol; the prize will only be fulfilled when travel is deemed safe by the island’s Chief Public Health Officer.
Source: PEI Potato Board January 19, 2021 news release