WHAT is the campaign about?
How do you promote something that we all take for granted? By asking people to imagine a world without it. That is the premise of our campaign:
This thought-provoking message encourages consumers to rediscover the potato and its importance in their lives. By trying to imagine a world without it we will bring back memories of comfort, of the warmth of home, of the simple joys of life.
We will ask consumers to Imagine a World Without Potatoes on a global scale, in every continent and in dozens of languages. We will rekindle an emotional connection between consumers and the potato which will allow us to raise awareness as to how the amazing biodiversity of the potato is an answer to the challenges of climate change, food security and development.
The campaign will strengthen a bond that has been somewhat lost, it will increase the tuber’s visibility, demand and consumption therefore safeguarding its future by increasing production, encouraging scientific research and promoting consumption.
We are inviting national potato associations, multinational companies from the potato sector, public sector entities, research centers and international organizations to join the campaign and use its core message to promote the potato. National Potato Associations can encourage their members in their own countries to use the campaign tools and make the most of an effort that will be multiplied by many others in their own countries and around the world.