Fenmarc’s Rudolph potato campaign gains national recognition
AN East Anglian vegetable producer is celebrating after on of its marketing campaigns was shortlisted for a national award
Fenmarc’s campaign for its exclusively grown variety Rudolph has been recognised by the Grower of the Year awards. The campaign has been shortlisted for Trade Marketing Campaign of the Year, with the winners announced in London next month.
The aim of the campaign for Fenmarc, which is based in Cambridgeshire but operates in Suffolk and other East Anglian counties, was to create standout for Rudolph from other potato varieties and position it as a commercially viable, versatile maincrop potato.
In six months the team developed a brand identity, a website, trade adverts and created some highly visual branding for Fenmarc lorries. They also secured Young Chef of the Year Paul Foster and TV chef Rachel Green as ambassadors for Rudolph who created a series of recipes to demonstrate Rudolph’s versatility.
Rudolph potatoes were delivered directly into the hands of 15 top London chefs and target media, as part of ‘Rudolph Day’ in September. Then in October a potato masterclass was held at the award winning Tuddenham Mill, Suffolk for 10 consumer journalists and bloggers.
The year ended with Rudolph potatoes being featured on the Simon Mayo BBC Radio 2 show with Nigel Barden featuring Rudolph as the ideal Christmas roastie.
Jo Giggs, Marketing Executive for Fenmarc says: “This is the first time we have invested in a fully integrated PR and marketing campaign and we are delighted with its success, particularly as this season it has helped drive significant sales of Rudolph.”