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DENVER -- The US Potato Board's "The Healthy Potato" campaign was honored by the Public Relations Society of America (PRSA), which presented the commodity organization with a Silver Anvil in the integrated communications category.
The PRSA awards recognize campaigns that successfully address a contemporary issue with exemplary professional skill, creativity and resourcefulness.
"This award goes to the entire industry," said Linda McCashion, USPB's v.p. of public relations. "The continuing success of this campaign is a result of our unified voice in the industry, telling consumers the good news about potatoes."
The USPB was recognized for re-launching America's favorite vegetable as "The Healthy Potato" with an integrated campaign based on research, influential allies, and a strategic mix of media and grassroots delivery vehicles to confront a environment that was becoming increasingly negative toward potatoes.
As a result, McCashion said, the government's new Dietary Guidelines were favorable to fresh potatoes; consumer attitude and usage research showed positive gains; and 140 million consumers were exposed to key healthy potato messages.
"It was a thrill to stand on the same stage as other Silver Anvil winners like the American Red Cross, Yahoo, Proctor & Gamble and Declare Yourself, the organization that so powerfully got out the youth vote in the 2004 election," said McCashion. "But the important thing is that we have changed consumer attitudes and knowledge about the nutritional value of potatoes."