USPB enlisted the help of Hungry Girl in efforts to broaden the appeal of the potato.
October 29/Denver and Los Angeles/Press Release -- Since 2004, the United States Potato Board (USPB) has been working to increase awareness of the potato's power pack of nutrition and to counter the misperception that the potato is not a weight-conscious consumer's best friend. To increase the reach of this scientifically based nutrition message, USPB enlisted the help of Hungry Girl, the nationally recognized multimedia brand created by Lisa Lillien, which includes a popular website, a free daily email service, eight bestselling books, a television series and countless other TV appearances.
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