As the centerpiece of the new "Guilt-Free Potato Goodness" marketing campaign, the board is tapping Lillien for her unique ability to speak directly to calorie-conscious Americans from a "friend in-the-know" perspective. The campaign features a range of online and offline elements, including:
• Advertising and sponsored content on the Hungry Girl site, which reaches over a million visits per month, as well as in the companion email newsletter which reaches a daily audience of 1.2 million
• Development of original potato recipes that will be showcased in ads on the Hungry Girl site, as well as on the USPB's website PotatoGoodness.com, in addition to inclusion in a print booklet that will be distributed at blogger conferences such as the recent International Food Bloggers Conference and, potentially, in various supermarkets across the country
• Participation in the judging of a national guilt-free potato recipe contest with the winner receiving a trip for two to Los Angeles, including a meet-and-greet with Lillien at the new Hungryland headquarters
• Social media activation on Facebook and Twitter, including a Facebook chat on the USPB's "Potatoes Taters and Spuds" page in December 2013
• Promotional press appearances and interviews
"I'm excited to help shatter the myth that potatoes are fattening," said Lillien. "Forgive the pun, but my love of potatoes is more than skin deep. Potatoes offer incredible nutritional value for the calorie-conscious if people are mindful of how to prepare them. I am certain that my audience will be 'hungry' for the advice and recipes I'll be offering throughout this partnership, and get firmly on the potato bandwagon."
The program is specifically designed to reach the USPB's target audience defined as "Linda," women 25-54 years old with kids under 18 at home. Linda represents about a third of all households in the U.S. and is responsible for about half of all potatoes consumed. One of Linda's defining characteristics is she's online 20% more than her peers. Partnering with an online influencer in the weight management space makes sense for the next iteration of a decade-long nutrition education campaign.
"Hungry Girl has developed the kind of loyal following of weight-conscious consumers that fits in perfectly with our marketing objectives," said the USPB's PR manager, Meredith Myers. "Her relatable humor, insights, reviews and tasty recipes are proven to be a powerhouse combination with millions of Americans who are seeking guilt-free delicious alternatives when they hit the grocery aisle."