The Use of "Potato Picks" To Build Brand Awareness

Image 2

A popular method of identifying the doneness of a steak (medium rare, well done) was adopted by several restaurants featuring steak.
Lawry’s (based in Pasadena California with six steak chain locations but known more for their seasonings) had a potato pick with the “Grown in Idaho” seal on one side and a message “I’ve been scrubbed, tubbed and baked”. The IPC now works with Lawry’s on paying for the reprints of these in quantities of 350,000 at a time.
The IPC first did a rectangular paper version with a wooden or plastic toothpick, then a plastic one piece pick (used in food service advertising in 1986) and finally a paper food safe style in 1988. (Image 1) The cost of printing in large quantities and having to inventory them till ordered finally was decided to be prohibitive and it was discontinued in early 1989. (Image 2)

Image 1