A TV advertisement shown on ITV and Sky Media channels for two weeks in July targeted an audience of 3.6 million 25-44 year olds. Potato Council research found that after seeing the advert, 95 per cent of consumers agreed that potatoes are healthy compared to 83 per cent of those who had not seen it.
The advert also increased visitor traffic to the Many Faces of Potatoes website by a third.
In addition, a series of roadshows reached well over half a million shoppers, with follow-up research finding that 71 per cent of consumers agreed it had positively changed their overall perception of potatoes as a healthy food.
Potato Council marketing and PR executive Stu Baker said: "It is clear the campaign has had real influence, generating much needed awareness for potatoes and giving shoppers more reasons to choose them."
Albert Bartlett development and innovation director Gillian Kynoch said: "This should help stamp out any misconceptions and put potatoes at the top of shoppers’ minds when they are looking for a tasty, easy and nutritious meal."
The Many Faces of Potatoes campaign is a three-year European programme for the generic promotion of fresh potatoes across Great Britain, France and Belgium.