Breadbox launches Todatoes for WA Potatoes

Breadbox Marketing and PR in collaboration with &Partners, have launched the new WA Potatoes campaign, Todatoes.

The creative is based on a strategic audience insight – West Australians think of potatoes as a carbohydrate and not a vegetable. Unfortunately, carbs have been dealing with an image crisis for some time and therefore the nourishing potato has taken a hit.

Breadbox Managing Director, Emma Potter, said Todatoes is a campaign that showcases the potato for what it is – a vegetable that can be eaten daily. 

“Rebranding a food is no easy task,” said Potter. “We found that very few people understood the health benefits of potatoes and even less appreciated their nutritional value.”

Potter said the Todatoes campaign is as much about education as it is about giving West Australians permission to put the humble spud back on their plates every day. 

“The campaign doesn’t just ask West Australians to boil a spud or add some lumpy mash beside their steak, Todatoes features new ways to enjoy potatoes every day in every way.” 

Todatoes is an integrated campaign designed for digital advertising, social media, influencer engagement, TVC, and public relations.