‘Time for What Matters’ reminds consumers about the benefits and convenience of potatoes—America’s favorite vegetable.
San Francisco, CA (May 19, 2020) – Based on the success of the 2019 campaign ‘Grown Where it Matters’ and in response to shoppers’ evolving buying habits and cooking needs, Side Delights® evolved the campaign in 2020 to, ‘Time for What Matters.’ This new brand campaign reminds consumers that potatoes, America’s favorite vegetable, can be made quickly and easily, freeing up precious time for what matters most, like family and friends. All Side Delights® potato product lines are supported by this campaign with their positive nutritional profile, aspects of convenience, and continued budget-friendly fresh produce positioning.
“With the ‘Grown Where it Matters’ messaging of 2019, we brought to life the brand promise of quality and the importance of locally grown produce. With ‘Time for What Matters,’ we continue that promise while extending the promise of convenience for consumers,” noted Kathleen Triou, President and CEO of Fresh Solutions Network. “Now more than ever, people are focusing on what matters most when it comes to food and cooking at home: simplicity, back to basics, versatility, and of course, convenience. There are only so many hours in the day, and balancing nutrition with available time can mean less than ideal compromises.”
Side Delights offers value-forward, crowd-pleasing, fast ways for families to make healthy, delicious meals—and make more time for what really matters. The convenience of Side Delights® is multi-dimensional:
- Quick: time to prepare, time to cook – dinner on the table in less than 30 minutes
- Ease of preparation: from a simple wash and cook option to ready-to-cook items
- Family-friendly: a real crowd-pleaser that reduces the number of side dishes needed at each meal
- Versatility: goes with any meal (breakfast, lunch, dinner, snack), and any course (main, side, salad, dessert)
- Longer shelf life: means it will last between less frequent shopping trips fitting into new compressed trip behavior
In addition to highlighting the convenience and versatility of their potatoes, the new ‘Grown Where it Matters’ campaign will give consumers a behind-the-scenes look at the individual farms of the Fresh Solutions Network. Using immersive video, viewers can follow growers on their day-to-day rounds from harvest to packaging and shipment, all with a 360-degree view. The warmth and passion of each farmer are put on full display as they dig into the soil with their bare hands to unearth their crop, detailing the legacy of their farm and the joy they take in bringing fresh produce to plates around the country. Capturing the farmers at work gives potato farming a human face to connect to, and a demonstration of freshness that is hard to rival.
The campaign will be supported with an interactive campaign landing page, video commercials, and expanded social media presence, all with new immersive creative and an ownable brand voice. Social ads and posts will focus on three leading social media platforms to drive clicks to the new landing page to build brand value for Side Delights® and direct consumers to visually explore the products and benefits.
The Grown Where it Matters Landing Page was created to provide a single destination to bring the ‘Grown Where it Matters’ and ‘Time for What Matters’ brand stories together. The landing page will link to the Side Delights® website and will include a “Find your retailer” feature at the end of July.