Issue link: http://read.uberflip.com/i/236106
campaign for 2014 and beyond. In the past, the boards' advertising and public relations campaigns have often acted as separate entities. Moving forward, Myers says that USPB will be making a concerted effort to integrate its public relations with its online and print advertising. Print advertisements have been redesigned to give them more panache and personality with the "Many Sides of Potatoes" campaign. One ad shows a scrumptious-looking potato casserole with the tagline "Proof that healthy and irresistible play well together." Another pictures baked homemade fries and boldly proclaims, "Potato side dishes fattening? Pure urban legend." These ads reach Linda in eight cooking, health, parenting and women's lifestyle magazines, generating an estimated 94.4 million impressions. "It's all about aligning our efforts and amplifying the message," says Myers. "And we want people in the industry to know that it's about the industry, not about the board." In fact, USPB is encouraging anyone and everyone in the industry to use the USPB ads if they wish to. Phase 3: Food Service Advertising Program With their innate versatility, potatoes are, as one might expect, the top-selling side dish in foodservice. USPB is making a concerted effort to continue to raise the potato's profile among top chefs and other leaders in the foodservice industry. The goal is to inspire professional chefs across the country to have fun with potatoes and to create an avenue for potatoes to be a building block for exciting, contemporary and healthy menu innovation in restaurants. "We know that there's demand for different and new varieties," says Myers. "Potatoes are a perfect canvas for transferring flavors in foods," says Fairbourn, noting that more than half the chefs who participated in USPB's culinary seminar at the Culinary Institute of America last year have tested or added new potato items to their menus. And that's the goal: One plate, one table at a time, USPB is getting more potatoes where they belong—into the bellies of satisfied consumers. PG USPB's print advertisements are designed to be more eye-catching and modern than those in the past. www.potatogrower.com 35