The potato yields more food, more quickly, using less water and on less land than any other major crop. But potato consumption particularly in Europe and North America is stagnant and there are many misconceptions regarding its attributes. While there is a need to maximize the crop’s potential, many consumers take the potato for granted and the campaign was created by CIP to remind consumers of the extraordinary value of the potato.
It was key to find a campaign model that has the potential of being successful on a global scale and did not require a massive investment. That is why as CIP we looked for the creators of a campaign model that fits these characteristics and relies on a crowd funding and participatory approach that shares the burden amongst many players and uses the existing marketing power of the private sector and other institutions to help deliver the message.
CIP has already been successful in creating campaigns that highlight the role of the potato as a solution to our many challenges such as declaring 2008 the International Year of the Potato.