T&G Global’s New Zealand marketing team has ‘smashed’ the competition, taking out the PMA Australia-New Zealand 2018 Marketer of the Year Award for its Lotatoes™ potato brand campaign at the Hort Connections conference in Brisbane last month.
The awards are the premier celebration for marketing excellence in the Australasian fresh produce and floral industries. Potatoes New Zealand is delighted that the New Zealand potato industry is being recognized as leading the Australasian fresh produce industry in marketing.
“Marketing is about listening to your customers and delivering what they want, it’s about delivering a compelling sales proposition – and Lotatoes delivers this” – PNZ CEO Chris Claridge.
T&G’s New Zealand marketing team, led by marketing manager Michelle Singh, were one of five finalists for the awards with its Lotatoes™ potatoes campaign which launched in the New Zealand market, last June.
“Lotatoes™ was born from recognition of a growing low-carb movement among consumers and T&G’s track record in innovation, and has been more than five years in the making, from seed to plate. Through our NPD, consumer insights and ideation process, we identified a unique seed that ultimately grew into Lotatoes which are 40% lower in carbs – with fewer calories than standard potatoes – but with a great flavour-profile and cooking-versatility.
“Our campaign centered on digital, point-of-sale and public relations, supported by modern packaging that clearly articulated the brand proposition – the health benefits of Lotatoes™ and the “local grower” story. We received invaluable support from Countdown nationally which enabled us to achieve 100% distribution in our target market within four weeks. The consumer feedback has been hugely positive and we’re in the enviable position of demand outstripping supply.”
Michelle says she is humbled by the recognition she and the team behind Lotatoes™ were given at the PMA Australia-New Zealand awards, given strong competition from the other finalists.
Lotatoes was also named winner of the MPI Primary Sector Category at the 2017 New Zealand Food Awards capping of a stellar year for the new brand and product.