Over the coming months, more than eight million potato bags will be carrying a message promoting Prince Edward Island potatoes and the province as a culinary destination to Canadian consumers. The campaign, “Pack Your Appetite for Prince Edward Island Potatoes,” is sponsored by the Prince Edward Island Potato Board in partnership with the Department of Agriculture and the Department of Tourism. It was officially launched last week during the Royal Winter Fair in Toronto.
The major component of the campaign will be in-store promotions and advertising. With the use of a PIN number on the “Pack your Appetite” logo on the bag, consumers can enter a contest where two lucky winners will receive a trip for four to Prince Edward Island, including airfare, accommodations, meals and a unique culinary tourism experience.
“We are really excited about this promotion,” said Boyd Rose, chair of the Potato Board. “It is a great opportunity for consumers to get their favourite PEI potatoes and a chance for a free culinary vacation to one of Canada’s most popular destinations. It’s a win-win.”
The launch in Toronto included retailers, producers and the media. It featured Island entertainment by fiddler Courtney Hogan and a demonstration of potato dishes by chef Gordon Bailey of Lot 30 restaurant in Charlottetown. Also in attendance were Agriculture Minister George Webster and Tourism Minister Valerie Docherty.
“This is a wonderful way to promote Prince Edward Island potatoes and the province in which they are produced to Canadian consumers in our key markets,” said Minister Webster. “The Potato Board is to be commended for this further initiative during the important November to February marketing period.”
The promotion will be supported through the Department of Tourism’s database to residents of central Canada, flyer and web advertising and a new message on the Ontario Food Terminal billboard in Toronto.
The Royal Winter Fair, which attracts over 350,000 people, was an ideal venue for the launch of the promotion. Each year, as well, the Potato Board has a booth to promote PEI potatoes to visitors at the fair.