The Drum Awards for Marketing - Extended Deadline

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Client: Idahoan
Date: Oct 2017
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Aesop Agency has created a UK launch campaign for Idahoan – an American instant potato brand.

The national TV spot opens with sweeping panoramic shots of Idaho with a ‘typical’ American voice over. The ad then transitions to a shot of a favourite British dish made with Idahoan Perfect Mash complete with a regional UK voice over.

The three TV variants: Lucy from Leeds with her bangers and mash, Sarah from Cardiff and her Cottage Pie and Sam from Brighton who’s whipped up a cheeky date night cod and Garlic mash dish - all ending with the strapline, 'Because ingredients matter'.

Following two years of new product development and new packaging, also developed specifically for the UK launch by Aesop, Idahoan has already caught the attention of the big four supermarkets who have bought in to the brand.

The TV campaign is supported by six-sheet outdoor activity, in-store promotions, in-store displays and sampling.

Credits

Ryan Ellis - director retail marketing - Idahoan

Jamie Putnam - copy writer - Aesop

Simon Diss - art director - Aesop

Kristy Leslie - account director - Aesop

Ella Dolding - account manager - Aesop

Total Media - media agency

Rock Hound - production company

Mark Emberton - director