The provocative name drove the marketing success, and the tiny marketing spend delivered $280,000 value, more than smashing the team’s goal that the modest spend would achieve media value of $75,000. The name piqued interest which generated strong coverage from well-targeted media. The Lotatoes were given coverage from high-pro le media outlets including Breakfast, 3 News, The Project, 7 Days and various radio stations and newspapers.
Lotatoes posts on the T&G Facebook page were also the most popular and frequently shared since the page was launched in 2012, reaching more than 14,000 users. After launching, the Lotatoes quickly became the number three selling branded potato in Countdown nationwide, as well as the ninth best-selling potato overall at Countdown. Within four weeks of launching, Lotatoes captured four percent value share of the category.
And the consumers have been responding well to the new take on the much-loved potato. Since launching, more than 2 million Lotatoes have been enjoyed by New Zealanders. The response to Lotatoes went so positively that the growers were unable to keep up with demand and the product was temporarily out of stock. Hot on the heels of the Lotatoes success, T&G launched the first of several planned line extensions with Baby Lotatoes.
Best Marketing on a Shoestring Budget
T&G Global Hot Potato
"Well thought out strategy over a 5 year period, underpinned by a compelling proposition driven by strong consumer low carb insight."
Tenfold Creative, The PR Shop, Research First
Tertiary Education Commission, Contiki, Health Promotion Agency & Homecare Medical, Movember Foundation, NZSki, sKids - Safe Kids In Daily Supervision, TAB, TRA