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Branston: The Great Mash Divide

Creating a viral and friendly nationwide debate about the clear North/South divide on whether mashed potato belongs on a Christmas dinner plate.

31.8 million estimated reach
4.6% year-over-year unit sales of potatoes over the 12 weeks leading up to the end of December
0.7% shopper frequency of purchase growth in the 4 weeks leading up to 29 December

Background 

Working closely with national potato supplier Branston, we commissioned an online YouGov survey of more than 1,800 members of the public to discover what the nation’s preferred Christmas dinner plate comprises of.

‘The Great Mash Divide’ created a viral national consumer debate, obtaining coverage in national newspapers (both online and print), regional and national broadcast channels and shared across major influencer channels.

Our approach:

To raise awareness of potatoes and drive sales, we commissioned a national survey to spark friendly debate around a clear North/South divide on the preferred Christmas dinner plate.

Easy implementation was key during the client’s busiest time of the year, to help drive sales in the weeks leading up to Christmas.

We drafted a national consumer press release, 11 regional press releases and designed a ‘mash map’ infographic to clearly highlight the regional percentages of those who prefer mashed potato on their Christmas dinner plate.

Results:

  • An estimated reach of 31.8 million
  • Unit sales of potatoes over the 12 weeks leading up to the end of December grew by 4.6% year-over-year
  • In the 4 weeks leading up to 29th December, shopper frequency of purchase saw growth of 0.7%

The importance of media relations

Cartwright Communications was engaged to deliver media relations and create a healthy national debate for Branston to help raise the profile of potatoes across the country.

"This campaign was ideal for us as it required minimal input from our team at this busy period and it really helped to raise the profile of potatoes by promoting healthy debate across the country. "

James Truscott

Branston

Media Relations

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