HOW IT WORKS

WE BUILD A GLOBAL NETWORK OF CAMPAIGN PARTNERS

The campaign team assits in the coordination of regional and international events, meets with actors from across the world, to introduce the concept and build a global network of campaign partners. Partners come from different sectors of the potato world, be it private sector companies, trade associations, public research institutes, government entities, academic institutions and others.

We have already introduced Imagine a World Without Potatoes in the World Potato Congress held in Cusco, Peru on May 2018. The campaign will also be the central theme of Interpom Primeurs, the largest indoor potato event in Europe, and we are currently in talks with the Chinese authorities to be featured in the 10th anniversary of China’s Potato Expo 2019.

We are currently coordinating with institutions and associations from Peru, India, Ecuador, Colombia, Australia, U.K., Ireland, Canada, China, Spain, and the Netherlands, amongst others, to reach out to different actors in the private sector in their respective territories.

WE TAILOR THE MESSAGE ACCORDING TO EACH PARTNER’S NEEDS

We support partners in developing their own strategy to include the campaign message in their marketing, communication and outreach initiatives. We encourage the creative and diverse use of the slogan and its implementation. Partners may include the official campaign branding in their packaging or develop their own branding while always maintaining the campaign slogan. They may hold events, happenings, create social media strategies, invite consumers to interact on social media in ways that reflect the message. Our aim is to have thousands of voices asking consumers to Imagine the World Without Potatoes in hundreds of ways.

With this strategy the campaign seeks to support, coordinate and harness the marketing power of all of our partners gaining strength in numbers and better reaching consumers the world over time and time again. Our team will be available to work with each actor’s outreach and marketing team to help develop the message, strategies and synchronize efforts with other campaign partners. The CIP scientists’ breadth of knowledge and experience will be available to further strategies with partners aiming to support research, science, and on the field efforts.

WE CREATE A GLOBAL CAMPAIGN THAT RUNS FROM 2018 THROUGH 2020

From national potato campaigns, world expos, product packaging with a new compelling message, to inclusion in educational curriculums, viral videos and potato challenges, the Imagine a World Without Potatoes campaign will reach consumers in every platform in every territory.

Running from late 2018 through 2020, we will make sure that the world stops taking the potato granted and rediscovers its biodiversity, its benefits and its potential as an answer for some of the world’s most challenging problems.

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