THE POTATO DIARIES
Creative Strategy and Campaign Layout
Tasked with "making potatoes the ultimate side dish again", I'd say we did just that. As we all well know, potatoes never say die (physically and metaphorically).
INSIGHT
The potato is so very versatile it is found in much more than food, and because it’s been around so long there’s almost nothing it hasn’t done. Due to this versatility everything in the world seems to come down to “is it a potato or not a potato”?
IDEA
Inspired by the viral meme “everything in the world is either a potato or not a potato” why don’t we find out what it takes to be a potato?
Meet the Potato Diaries. Introducing multiple characters and their accounts of life over the course of hundreds of years. Showcasing just how relevant, influential and delicious the potato is because in this world you’re either a potato or not a potato.
Trolling Tweets
Meet me in the comments
Everyone loves a Twitter troll… But what if that troll was actually a potato? Our potatoes are going to start forming their personalities and sharing it on the internet by:
Sassing up other people’s recipes
Giving their unsolicited opinions on other veggies
Setting the record on who’s the best vegetable
And the most important thing: the potato is a very sassy and dramatic vegetable.
Meet the Potato
The Potato; to be or not to be? That is the question.
In a world where everything is either a potato or not a potato, what does it really mean to be a potato? The potato has been around for so long, it’s definitely experienced quite a bit. From the Fall of the Roman Empire to the first man on the moon the potato has seen it all.
Enter The Potato Diaries, a rare account of potatoes and their experiences. Whether it’s mundane life on the farm to setting sail across the Atlantic they’ve got something to say.
And she is a drama queen.
Bernardo
The Duke of York Potato
Bernardo is a posh, melodramatic potato living in England in the early 1600s. Spending endless days and nights in his english kitchen, he debates his existence. Pondering incessantly, his innermost thoughts and feelings are now on display for the world, one of the earliest accounts of the potato. What is the meaning of life for a potato like him? Not a day goes by without an existential crisis. If you ever wanted to debate potato or no potato, he’s your man, hope you have time on your hands.
Old Man Gold
The Yukon Gold Potato
Old Man Gold is the old man we all love to hate. Midwestern to the core, he rolled under a prairie house back in 1926 and hasn’t moved since. “Back in my day” is his favorite phrase to yell at anyone who will listen, and he won’t ever let you forget he’s the sole surviving potato of the Dust Bowl. He may be sprouty and a bit of a curmudgeon but with 96 years of unsolicited opinions under his belt, he has a lot of wisdom. What can we say, life on the farm I guess.
Violet aka V
The Vitelotte Potato
Violet is a classy, haughty french potato from Paris with the sex appeal of a yam. She once sat for Van Gogh and claims to have been his muse for a time. As an elusive purple potato, she holds a certain mystique you won’t find anywhere else. With an exclusive front row seat to the art scene, Violet has quite a lot to say about her time in Paris– from Van Gogh to Cezanne she’s seen it all.
Russell
The Russett Potato
Have you ever heard of “With a Little Help From My Friends”? Well, according to Russell, he’s the inspiration behind that massive Beatle hit. As the self proclaimed fifth Beatle, Russell is from Liverpool and was picked up by the band on tour after a pop down to the grocer’s for a quick snack. He toured with them, claiming to have inspired their rapid success, and even witnessed Yoko Ono and John Lennon’s first kiss. Juicy stuff, Russell.
Frank and Fiona
The Fingerling Potatoes
We all know that one couple… on again.. off again..on again? But with Frank and Fiona they literally cannot separate.. They’re a joint potato. In one of their off again phases Frank cheated with Broccoli, dabbled with Kale, and even tried to pick up some Cauliflower. But. Frank knows where he belongs now. Back with his potato queen, Fiona. Even with the sad excuse that “everyone was doing it!”, when Kale was queen, he ended up crawling right back. Frank learned his lesson, Fiona is everything he ever wanted and needed…until next week.
They’ll keep you posted.
Push Notifications
Aggressively nudging you while you shop.
To drive sales of the potato, we’re going to meet the customer in a spot where they think about the potato most often… the grocery store. The idea is to push them to pick potatoes while doing their weekly grocery store run.
In-Store Ads
Full presentation here.