Idaho Potato Commission Ads Receive Top Honors

SANTA BARBARA, CA, May 12, 2006 - The Idaho Potato Commission's (IPC) recent advertising campaigns in the consumer, retail and food service arenas, in both print and television mediums, have been awarded four prestigious "Best of NAMA" awards (one national, three regional). The National Agri-Marketing Association's "Best of NAMA" awards competition recognizes excellence in creative agri-marketing communications and is a hallmark of distinction in the agricultural advertising industry.

This year, NAMA received a total of 1,230 entries at the regional level, three of which were submitted by the IPC's California - based advertising and marketing agency EvansHardy+Young, Inc. (EH+Y). All three entries were awarded regional "Best of NAMA" awards, and one entry moved on to be awarded a prized national "Best of NAMA" award.

"To have our advertisements recognized as some of the best in the agricultural industry is phenomenal," remarked Frank Muir, President and CEO of the IPC. "Our recent consumer, retail and food service ad campaigns have been extremely successful in increasing the consumption of Idaho Potatoes on a national level, both in the home and in restaurants."

Advertisements submitted and awards received are:

• Retail Trade Campaign Print AdvertisementsA National Merit Award and a Regional Merit Award were conferred for a series of IPC Retail Trade advertisements. The ads were entered into the "Trade Ads Series Category" for the Regional awards competition.These ads were created to impactfully communicate to retailers that Idaho Potatoes in produce displays drive sales. The ad campaign was launched in September 2005, and is currently running on a national level in retail trade publications.


• Food Service Trade Campaign Print AdvertisementsA Regional 1st Place Award was received for a series of trade advertisements created as part of a Food Service Trade Campaign for the IPC. This ad series was evaluated in the "Trade Ads Series Category" for the Regional awards competition.The ads were designed to promote the use of Idaho Potatoes in the food service industry and encourage food service professionals to incorporate the vegetable into their menus. The ads made reference to the fact that using this nutritious ingredient could cut their preparation and cook times, waste, and labor costs. The ad series ran on a national level in food service trade publications from September 2004 through August 2005.


• Denise Austin Television CommercialA Regional 1st Place Award was received for an innovative television commercial starring renowned fitness guru and IPC spokesperson Denise Austin, which was developed to creatively promote Idaho Potatoes to consumers. This commercial was judged as part of the "Producer or Company-Funded Advertising Campaigns Category" for the Regional awards competition.

This commercial was designed by EvansHardy+Young to illustrate to consumers that Idaho Potatoes are an important part of a healthy diet. In the commercial, Ms. Austin spoke about the significance of a well-rounded diet and incorporating exercise into a healthy lifestyle. She demonstrated this by walking up an oversized version of the U.S. government's MyPyramid food guidelines. This commercial aired on a national level from September 2004 through August 2005.

Frank Muir states, "Connecting Denise Austin, the MyPyramid food guidelines and a healthy lifestyle with Idaho Potatoes has been key in educating consumers who became caught up with Atkins and other low-carb diets. Idaho Potatoes really are nutritious!"
Although Idaho is famous worldwide for its premium potatoes, some consumers don't realize that only potatoes grown in the Gem State can wear the "Grown in Idaho" seal. Both Idaho Potatoes and the "Grown in Idaho" seal are federally registered Certification Marks that belong to the IPC. These marks ensure that consumers are purchasing potatoes that are grown in the state of Idaho.