From the moment we tasted Idahoan’s premium instant mash, we knew it was a game changer. But how could we convince a nation of Brits scarred by memories of school dinners and camping trips?
Idahoan asked us to launch their premium instant mash in the UK. From texture to taste, it was a great product. But instant mash is not an easy sell for potato-venerating Brits.
Idahoan was all about provenance and… Idaho. Everything about the state seems designed to grow potatoes, from the air to the earth and even the weather. It really is “The Potato State”. We knew that if we could get people focus on the ‘Idaho’ instead of the ‘instant’, we’d be able to change their minds.
The first step was redesigning Idahoan’s packaging. This played a big part in getting interest from grocers. But what really brought the country onboard was our launch campaign. It showed people that Idahoan really could be the best way to go, because ingredients matter.
With the campaign’s success, we were able to deliver 800% sales uplift and 87% category growth.