– Potato producers taste success with ‘Best Use of Social Media’ accolade for industry-wide campaign
In October 2015, a group of potato growers, processors and producers came together to champion a communications campaign to promote the greatness, or indeed the mighty not humble nature of the spud. One year on, The Mighty Spud campaign, picked up Gold for ‘Best Use of Social Media’ at the recent CIPR Pride Awards, considered to be the Oscars of the PR and Communications industry.
The awards gala, held in the Culloden Hotel on Friday 21st October, recognised the elite of the local PR and communications industry. And the humble spud was no more as it was crowned ‘the cream of the crop’ for its innovative social media campaign, headed by one of Northern Ireland’s leading integrated communication’s agencies, Morrow Communications.
Ivor Ferguson, Deputy President, Ulster Farmer’s Union welcomed the accolade:
“We were thrilled when we learnt of the prestigious award picked up at the recent CIPR Northern Ireland Pride Awards. The campaign was recognised as a great example of investment in innovative measures such as social media to support growth, awareness and a continued contribution to Northern Ireland’s agri-food industry. The Mighty Spud has provided a hugely engaging platform for central messaging from the group utilising Facebook and Twitter. We’ve experienced a lot of success over the past 12 months in profile building and engaging key growth areas, especially young people.”
Annette Small, Communications Manager, Morrow Communications said:
“The Mighty Spud is an integrated campaign using both traditional PR and online platforms, designed to help the industry as a whole and raise awareness of potatoes in comparison to competitors. We want to thank the Northern Ireland Stakeholder Potato Promotion Group for entrusting their brand to us and allowing us to help them share their story with the world. We are already looking forward to bringing more inventive ideas to the table in the coming year.”
The Mighty Spud also had this to say about the campaign:
“I always knew I was award worthy but it’s great to get the bling to prove it. For years I have been overlooked as a modest spud, sometimes even considered boring. It’s a huge relief to now shake off my ‘humble’ name-tag and truly come out of my skin! The spud is the king of the carbs once more!”
To learn more about the campaign please visit www.mightyspud.com or follow @MightyNotHumble on Facebook and Twitter. All hail the Mighty Spud.