March 2022 - 40

A perfume that smells of french fries
The Idaho Potato Commission (IPC)
is always looking for new and creative
ways to promote Idaho potatoes and
most importantly engage consumers -
especially when they least expect it.
Not many connect Valentine's Day
IDAHO POTATO
COMMISSION
Jamey Higham
President and CEO
with Idaho potatoes, at least they
didn't until this year.
We had a hunch that Idaho french
fries were one of the most irresistible
scents to mankind. Whether you're at
a drive-through restaurant or dining in,
it's near impossible to not grab a fry
and take a bite before you dive into
your meal. Right? The smell is too good to resist.
To back up our theory, we conducted a national survey that
revealed nearly 90% of Americans find the smell of french
fries irresistible.
Satisfied we were on the track, we launched Frites by
Idaho, a perfume inspired by the smell of french fries, just in
time for Valentine's Day.
We released the perfume in early February, and the
response was overwhelming. Many asked if this was an early
April Fools' Day prank or maybe they were being punked? My
favorite question is one that is asked all the time about the Big
Idaho Potato Truck, " Is it real? " The answer is, " Yes it's real! "
Newsweek was the first media outlet to feature the
perfume in their My Turn column and as a result we sold-out
in less than four hours the first day. We had to manufacture
more and those sold-out, too.
Many have asked us what else we've got planned. We're
always whipping up new ideas and after this campaign it's
probably safe to say that if it involves french fries it'll be a
success!
A promotional photo for the Idaho Potato Commission's Frites by Idaho
perfume. Bottles were going for $1.98 apiece on the IPC's website before
quickly selling out.
40
Spudman.com

http://www.Spudman.com

March 2022

Table of Contents for the Digital Edition of March 2022

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