Europatat Aims to Advertise Potatoes to Millennials
Europatat, along with its partners Bord Bia, CNIPT and VLAM, have recently announced that the European campaign “Potatoes, Prepare to Be Surprised – Europe’s Favorite Since 1536” is now live. The three-year campaign, co-financed by the European Commission under the EU Promotion policy, will run until the end of 2022 and is now live online, using the hashtag #potatosurprises.
To encourage the consumption of fresh potatoes among Millennials, a hundred surprising and inspiring potato recipes will be shared on various social media channels, as well as on the website www.preparetobesurprised.eu, which already contains recipes and general information about potatoes, in seven different European languages. Instagram acts as the backbone of the campaign, but other social media platforms such as Facebook, Pinterest or YouTube are also used to provide tips and tricks on how to easily integrate potatoes into Millennials’ daily lifestyle.
The surprise factor is key in all these platforms, as one the main ideas of the campaign is to reveal aspects that young Europeans do not know yet about fresh potatoes, or to break myths about these products, in a credible way. Following this, a series of events or “potato surprises” will be organized in Flanders (Belgium), France and Ireland, to draw Millennials’ attention to the surprising versatility of potatoes.