This is the first bid of its kind and the cash will be invested over a three-year period into a range of promotional campaigns to ensure that the same messages are given to people across EU member states.
They plan to positively promote the consumption of fresh potatoes - especially among those who consume a low amount of potatoes, such as young people.
The campaign will start in the UK with a dedicated "Potato Day" this October to maximise people's awareness of the vegetable. The promotional activity from this day will be kept up throughout the year to give potatoes a renewed image.
Potato Council head of marketing and corporate affairs Caroline Evans said: "This is fantastic news for Britain's potato industry and of course the team that has worked on submitting the extensive bid over the past 12 months.
"Consumption patterns across Europe show that the younger generation is eating fewer potatoes and this must be addressed if the potato industry is to remain robust. The joint bid with France and Belgium for funding across a shared marketing programme means we can be far more effective in delivering key messages and securing strong demand for fresh potatoes."