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The U.S. Potato Board (USPB) launched a national print advertising campaign today as part of its continued effort to educate consumers about the nutritional benefits of potatoes. The new "Peel Back the Truth" campaign attacks potato nutrition myths.
It is a continuation of the USPB's consumer nutrition education campaign that began in 2004 when low-carb diets were at their peak. The objective of the new campaign is all about setting the record straight regarding the venerable spud's healthy nutrition profile, the potato board said.
"Though potatoes are consumed by 79 percent of U.S. households 1.8 times per week in-home, per capita consumption has steadily declined during the past 10 years," said Tim O'Connor, USPB c.e.o. "We need to remind consumers, especially busy moms who are making 70 percent of in-home meals, that the potatoes they already love are good for them too."
The message includes details such as the fact that one medium-sized (5.3 ounces) potato contains no fat, sodium, or cholesterol, and has 110 calories. It provides 45 percent of the recommended Daily Value of vitamin C, and with skin-on, is also a good source of potassium, ranking highest among the top 20 most frequently consumed raw vegetables in the U.S.
The ads were created by the Boulder, Colorado-based agency, Sterling-Rice Group, the same agency that developed the successful "When Almonds Are In" campaign for the California Almond Board and "It's Not Delivery, It's DiGiorgno" campaign for DiGiorgno.
The half-page magazine ads will begin appearing in September 2008 in a variety of women's food and lifestyle publications, including Cooking Light, Redbook, Southern Living, Taste of Home, Weight Watchers, Parents, Family Circle and Woman's Day.
The advertising campaign also announces the adoption of a new industry-wide message, "Potatoes...Goodness Unearthed."