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U.S. Potato Board Partners with Hungry Girl

Zoom in font  Zoom out font Published: 2013-10-30  Views: 13
Core Tip: U.S. Potato Board (USPB) is teaming with its most visible partner ever: Lisa Lillien, better known as Hungry Girl to convey potatoes' nutritional power .
To convey potatoes' nutritional power and counter the misperception that they are the enemy for those who want to lose or maintain weight, the U.S. Potato Board (USPB) is teaming with its most visible partner ever: Lisa Lillien, better known as Hungry Girl. "This year, we're going into head-on battle with the myth that potatoes are fattening," says Meredith Myers, PR manager for USPB, the potato industry's marketing and research organization.

Hungry Girl

As food and beverage brands are well aware, Lillien reaches millions of weight-conscious consumers every day with recipes and food finds that are high on taste and nutrition but low in calories. In addition to a free daily email service with more than 1.2 million subscribers (and a 40% to 60% open rate), Hungry Girl has a Web site that draws more than 1 million visitors a month, an upcoming diet book, a recipes/cookbook series, videos, and a hit cooking show that airs on both the Food Network and the Cooking Channel, among other brand extensions.

USPB's new “Guilt-Free Potato Goodness” marketing campaign aims to harness Lillien's unique ability to speak directly to calorie-conscious Americans from a “friend in-the-know” perspective, as well as her flair for effective native advertising. “Hungry Girl has developed the kind of loyal following of weight-conscious consumers that fits in perfectly with our marketing objectives,” says Myers.

The campaign is designed to reach USPB's target audience: women 25 to 54 with kids under 18 at home.

 
 
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