Supermarket Perimeter - May 2023 - 72

Produce
Brand
marketing
By Andy Nelson
FOR DECADES, MOST FRESH FRUITS AND VEGETABLES sold in
grocery produce departments typically got labeled as " commodities, "
a term which often suggested that one apple or head of broccoli was
pretty much like most other apples or broccoli heads.
Knowing the brand behind them wasn't top of mind for most
consumers.
That has changed radically in recent years, as marketers have
brought the power of branding usually associated with CPG goods into
the fresh produce department.
There are few if any produce brands as well-known as Idaho
potatoes.
Coming up with new ways of telling the Idaho potato story and
increasing what is already extremely high brand recognition can be a
challenge, but it's one the Eagle-based Idaho Potato Commission (IPC)
relishes. Being as creative as possible is key.
" Every year we get together with our agency and throw the most offthe-wall
ideas out there and figure out what will fit within our budget, "
said Ross Johnson, IPC's international marketing director.
The giant spud on wheels is well-known and continues to be a huge
brand ambassador for the industry.
More recent are things like the French fry perfume campaign IPC
launched in 2022. The premise, Johnson said, was simple (and, of
course, funny and whimsical): People like French fries so much, why
wouldn't you want to smell like a French fry?
A gimmick, sure, and not designed to rival Chanel No. 5. The
productions was " all done in a garage basically, " as Johnson phrases it.
72 - MAY 2023
supermarketperimeter.com
Idaho Potato, California Avocados
The Idaho Potato
Commission
continues to push
the envelope with
its creative brand
marketing.

http://www.supermarketperimeter.com

Supermarket Perimeter - May 2023

Table of Contents for the Digital Edition of Supermarket Perimeter - May 2023

Supermarket Perimeter - May 2023 - Intro
Supermarket Perimeter - May 2023 - FC 1
Supermarket Perimeter - May 2023 - FC 2
Supermarket Perimeter - May 2023 - 1
Supermarket Perimeter - May 2023 - 2
Supermarket Perimeter - May 2023 - 3
Supermarket Perimeter - May 2023 - 4
Supermarket Perimeter - May 2023 - 5
Supermarket Perimeter - May 2023 - 6
Supermarket Perimeter - May 2023 - 7
Supermarket Perimeter - May 2023 - 8
Supermarket Perimeter - May 2023 - 9
Supermarket Perimeter - May 2023 - 10
Supermarket Perimeter - May 2023 - 11
Supermarket Perimeter - May 2023 - 12
Supermarket Perimeter - May 2023 - 13
Supermarket Perimeter - May 2023 - 14
Supermarket Perimeter - May 2023 - 15
Supermarket Perimeter - May 2023 - 16
Supermarket Perimeter - May 2023 - 17
Supermarket Perimeter - May 2023 - 18
Supermarket Perimeter - May 2023 - 19
Supermarket Perimeter - May 2023 - 20
Supermarket Perimeter - May 2023 - 21
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Supermarket Perimeter - May 2023 - 30
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Supermarket Perimeter - May 2023 - 34
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Supermarket Perimeter - May 2023 - 100
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-april-2024
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-march-2024
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-february-2024
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-january-2024
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-december-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-november-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-october-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-september-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-august-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-july-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-june-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-may-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-april-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-march-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-february-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-january-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-december-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-november-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-october-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-september-2022
https://digital.supermarketperimeter.com/sosland/sp/-supermarket-perimeter-august-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-july-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-june-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-may-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-april-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-march-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-february-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-january-2022
https://digital.supermarketperimeter.com/sosland/sp/-supermarket-perimeter-december-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-november-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-october-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-september-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-august-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-july-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-june-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-may-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-april-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-march-2021
https://digital.supermarketperimeter.com/sosland/sp/2021_02_01
https://digital.supermarketperimeter.com/sosland/sp/2021_01_01
https://digital.supermarketperimeter.com/sosland/sp/2020_12_01
https://digital.supermarketperimeter.com/sosland/sp/2020_11_01
https://digital.supermarketperimeter.com/sosland/sp/2020_10_01
https://digital.supermarketperimeter.com/sosland/sp/2020_09_01
https://digital.supermarketperimeter.com/sosland/sp/2020_08_01
https://digital.supermarketperimeter.com/sosland/sp/2020_07_01
https://digital.supermarketperimeter.com/sosland/sp/2020_06_01
https://digital.supermarketperimeter.com/sosland/sp/2020_05_01
https://digital.supermarketperimeter.com/sosland/sp/2020_04_01
https://digital.supermarketperimeter.com/sosland/sp/2020_03_01
https://digital.supermarketperimeter.com/sosland/sp/2020_02_01
https://digital.supermarketperimeter.com/sosland/sp/2020_01_01
https://digital.supermarketperimeter.com/sosland/sp/2019_12_01
https://digital.supermarketperimeter.com/sosland/sp/2019_11_01
https://digital.supermarketperimeter.com/sosland/sp/2019_10_01
https://digital.supermarketperimeter.com/sosland/sp/2019_09_01
https://digital.supermarketperimeter.com/sosland/sp/2019_08_01
https://digital.supermarketperimeter.com/sosland/sp/2019_07_01
https://digital.supermarketperimeter.com/sosland/sp/2019_06_01
https://digital.supermarketperimeter.com/sosland/sp/2019_05_01
https://digital.supermarketperimeter.com/sosland/sp/2019_04_01
https://digital.supermarketperimeter.com/sosland/sp/2019_03_01
https://digital.supermarketperimeter.com/sosland/sp/2019_02_01
https://digital.supermarketperimeter.com/sosland/sp/2019_01_01
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