For the first time, the Prince Edward Island Potato Board has filmed and produced a 30-second TV ad that’s set to air in Ontario and all Atlantic provinces. It will air primarily in local markets on Hockey Night in Canada and other digital channels. A point of pride will be showing the ad to all those attending the November 17 annual general meeting in Charlottetown.
“We wanted to connect with people not connected with farming and show the passion for what we do,” says Kendra Mills, marketing director, PEI Potato Board. “This ad showcases real farmers and real potato farms.”
Although the $1 billion industry is central to PEI’s economy, the TV ad is considered an important outreach to those in the region. The launch timing coincides with the end of the 2017 harvest and the start of the main shipping season. The media schedule will take the ad into mid-December.
What does it take to grow a quality potato? It takes an island.
The catchy introduction was written by Furrow Creative, based in Charlottetown. The project was filmed over the summer and early fall of 2017 at different field locations all over the island.
“We have so much to be proud of and thankful for in our potato industry here on PEI,” says Rodney Dingwell, chair of the PEI Potato Board. “It’s the backbone of our economy, it’s a major part of our culture and PEI wouldn’t be the same without it.”
The province of PEI provided some funding for the project. To see the ad, go here: https://www.youtube.com/watch?v=nnLHJ5MwER8