The thrust of the campaign is to target younger people, to promote the Jersey Royal as ‘the vintage champagne of potatoes’, and to concentrate on lifestyle.
‘Imagine – potatoes worth talking about’ and ‘Jersey Royal Potatoes – remarkable good taste’ will be two slogans much to the fore.The Jersey Royal, a £25-30m industry, is back on television after a two-year break with ten-second advertisements being shown from 26 April to 14 May on ITV, Channels 4 and 5, GMTV and satellite.
The budget is £267,000.The director of Jersey Marketing, David de Carteret, called the return to television ‘a huge confidence booster for the industry’.
And there will be a promotion in Harrods Food Hall in the first fortnight in May, including sampling opportunities, and a competition to win a luxury weekend break in Jersey, which it is hoped will attract the attention of 300,000 Harrods customers a day.
