The first official viewing of the new TV advertisement that will inspire consumers to cook more potatoes took place at the South East Potato Day at Quex Barns, Birchington in Kent, UK on June 24.

Caroline Evans, Potato Council head of marketing and corporate affairs, who presented the commercial, explained: "This is a first for us and we hope it will give an additional boost to our promotional campaigns. It has been made possible as a result of the additional investment secured through EU co-financing. The TV ad is part of an integrated campaign and features real people cooking their own potato recipes - to demonstrate how well they fit with people's lifestyles."

Ms Evans also gave an insightful analysis of up-to-date economic trends and consumer confidence. "Recent research shows an average of 42 per cent of consumers don't know the price of potatoes immediately after leaving the retail fixture," she said. "This demonstrates that potatoes are considered a staple rather than a price-sensitive ‘luxury' food."