November 17, 2009,
Charlottetown, PEI – Over the coming months, more than eight million potato
bags will be carrying a message promoting Prince Edward Island potatoes and the
province as a culinary destination to Canadian consumers.
November 17, 2009,
Charlottetown, PEI – Over the coming months, more than eight million potato
bags will be carrying a message promoting Prince Edward Island potatoes and the
province as a culinary destination to Canadian consumers.
The campaign – Pack Your
Appetite for Prince Edward Island Potatoes – is sponsored by the Prince Edward
Island Potato Board in partnership with the Department of Agriculture and the
Department of Tourism. It was officially launched during the Royal Winter Fair
in Toronto.
The major component of
the campaign will be in-store promotions and advertising. With the use of a PIN
number on the “Pack your Appetite” logo on the bag, consumers can enter a
contest where two lucky winners will receive a trip for four to Prince Edward
Island, including airfare, accommodations, meals and a unique culinary tourism
experience.
“We are really excited
about this promotion,” said Boyd Rose, chair of the Potato Board. “It is a
great opportunity for consumers to get their favourite P.E.I. potatoes and a
chance for a free culinary vacation to one of Canada’s most popular
destinations. It’s a win-win.”
The launch in Toronto
included retailers, producers and the media. It featured Island entertainment
by fiddler Courtney Hogan and a demonstration of potato dishes by chef Gordon
Bailey of Lot 30 restaurant in Charlottetown. Also in attendance were
Agriculture Minister George Webster and Tourism Minister Valerie Docherty.
“This is a wonderful way
to promote Prince Edward Island potatoes and the province in which they are
produced to Canadian consumers in our key markets,” said Minister Webster. “The
Potato Board is to be commended for this further initiative during the
important November to February marketing period.”
The promotion will be
supported through the Department of Tourism’s database to residents of central
Canada, flyer and web advertising and a new message on the Ontario Food
Terminal billboard in Toronto.
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