Growing an appetite for good old-fashioned roasties

Using a hardworking social media budget to create a community of seasonal spud lovers.

Seasonal Spuds is a new initiative from the UK’s largest potato producer Branston to put seasonal potatoes back on the plates of British households. As recipes continue to be the most shared online collateral amongst a captive audience of online food lovers, the Cartwright team has made social media a central part of its far-reaching PR campaign.

The PR strategy was clear; to organically grow a social community, centred on high-quality recipes, inspirational photography, and strategic partnerships with brand ambassadors.

The first tactic was to prioritise content on the Seasonal Spuds website in the form of blogs and recipes, as well as across Twitter, Facebook, Pinterest and Instagram. With the summer season focussed on Cornish potatoes, aspirational content about eating on the coast, regional recipes, and mouth-watering photography was crucial.  

The next phase was to boost the size of the online community with strong consumer competitions and attractive prizes. A Seasonal Spuds sampling campaign at Chris Evans’ popular CarFest presented a perfect opportunity to inspire engagement with a Roast Potato competition. This activity maximised the client’s investment in the exhibition and created a broader base for online engagement. 

A simple ‘like’ mechanic that put people in the mood for a great British roast and increased clicks through to the recipes was developed. With just a £50 ad budget, the narrow targeting of food lovers on Facebook was vital.

Results
• A reach of 44,260 people (681% increase).
• Over 1300 entries.
• 430 positive comments.
• An increase in follower base by 2159%.
• A solid foundation to go into the Autumn season.