Potato Lover Display Contest

This article, IPC Set Potato Lover Display Contest, was found in the Progressive Grocer, a publication of strategic management, I'm assuming for grocery stores and their business. This article talks about the Idaho Potato Commission's annual retail display contest which is occuring now, in the month of February because February is Potato Lover's Month! This will be the 17th year they have done it and it seems like a successful promotion for the brand. This contest gives potato lovers the opportunity to make an attention getting retail display for Idaho Potatoes, KRAFT cheez whiz and Oscar Mayer Real Bacon Bits. This is the 4th year of teaming with KRAFT and Oscar Mayer, which is a smart integration of 3 reliable and well known brands. What goes better with a baked potato, than cheese and bacon bits? I can't think of anything, so this 3 brand promotion is a smart way to gain customers and share them between the three brands. Also these brands are not in the same food market where they could be competitors, so the decision to team up together seems like it can only benefit each company.

There is also a benefit for the consumers to enter the contest, a cash prize and a swiss army watch valued at $115. You can sign up and learn more information at their website, idahopotato.com. This is a cool contest because everyone that enters is rewarded, and that is rare in the contest world. This promotion does require some more effort than most, but the reward is worth it, if you are willing to participate. Another aspect of this promotion is that the contestants have to display their promotional materials in an approved store throughout the month. Then they mail in a 360 degree view of their display and then see if they won. If you won 1st-5th prize then the store you displayed your idea in also wins a top prize. This is a really positive aspect of this promotion because giving the grocery store some recognition is a good way to encourage a positive relationship with the store and you're product may be featured more frequently.

While this promotion requires a little more from it's contestants, I think that it is a good way for maybe a marketing student to try out their ideas and practice in a real world situation, as well as a fun hobby for potato lovers to indulge in. Also the promotion is on it's 17th year, showing that it is really successful and raises knowledge of the products involved. The article also mentions that the promotion increases sales for the locations that house one of these displays. I like that brands are teaming up for an occasion like Potato Lovers Month, and people are participating for the 17th year because this promotion is not malicious or really competitive it seems like just a fun contest, where people win cash for participating and trying their best.

Progressive Grocer, January 8, 2008. February 28, 2008. <progressivegrocer.com>