Since midway through 2012, nationally, the fresh potatoes market has experienced a near 20,000 tonnes-per-quarter drop in volume (more than a 20% decline in sales). During the same time period, the WA market has held sales volumes, despite an increase in competition and adverse trading conditions.

PMC Marketing Manager, Paul Graham, says, “WA potato growers invested in a marketing campaign to protect their sales. The investment has strengthened the WA market in a category which is in global decline. To our knowledge we are the only campaign worldwide to have had this success. In addition to the positive trade data our recently conducted consumer research shows that we have created a healthy category that consumers are excited to shop in.”

In July 2015, the campaign evolved its creative strategy to remind consumers that fresh potatoes can be part of any meal.

Laura Clarke, Brand Manager, Potato Marketing Corporation of Western Australia says, “We want to establish a market position for fresh potatoes as ‘the essential ingredient’. We are reminding consumers that potatoes can be part of any meal occasion. No matter what you decide to eat and when you decide to eat it – potatoes can and should always play their part. We’re determined that consumers see potatoes as a tasty, versatile, nutritious and incredible value for money.”