Potato Grower

February 2019

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WWW.POTATOGROWER.COM 35 both digital and physical activations. Potatoes USA has engaged with athletes at three races—in Chicago, Philadelphia and San Antonio—with a fourth to come in San Francisco in April. The activation includes two days of athlete education and potato sampling at the pre-race Health & Fitness Expo, as well as an interactive "What Are You Eating?" photo booth at the post- race Finish Line Festival. Feedback from athletes has been very positive, with many consumers being excited to learn about the performance benefits of potatoes. To reach competitive athletes with compelling and engaging performance-forward potato messaging, Potatoes USA is running paid advertising across several platforms and media vehicles, inclusive of social media on Facebook and Instagram. The "What Are You Eating?" campaign encourages athletes to re-evaluate the foods they are using to fuel themselves. The campaign consists of a series of videos depicting athletes competing in running, cycling and soccer while fueling with potatoes to perform at their best. In addition to the videos, there are many messages running across social media with compelling nutrition and preparation information to inspire athletes to fuel with potatoes. As part of the overarching "Potatoes Fuel Performance" strategy, Potatoes USA partnered with leading publications— Triathlete, Women's Running and Competitior Running—to inspire and educate competitive athletes on how and why they should fuel with potatoes to achieve their personal bests. These partnerships, which include online advertising, articles, video content and email marketing, are being driven by two key influencers, Allan Lim and Jessica Cerra, both accomplished cyclists. Lim is a sports scientist and coach for elite U.S. cycling teams, as well as the founder of Skratch Labs, a leading sports nutrition company. Cerra is a professional cyclist, exercise physiologist and sport nutritionist who not only competes at the highest level, but also works professionally to create nutritious, high-performance food for athletes. Both Lim and Cerra created a series of videos highlighting potato preparations that are running across the publications' sites as well as on social media. Potatoes USA has also officially launched Team Potato, a community of athletes who train and compete fueled by potatoes. Each team member receives a Team Potato welcome kit in the mail with instructions for continued participation. Ongoing sharing of their Team Potato athletic experiences on social media earns participants Team Potato gear as they continue to level up. Industry members are encouraged to join Team Potato as well.

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