Overcoming obstacles

McCain K-12

PR • Social Media Strategy & Planning • Media Planning & Placement • Culinary Support • Web Design • Photography • Digital Marketing
Challenge A few years ago, when the USDA put major limitations on starchy vegetables in schools, and then later scaled back on the decision, potatoes got a bad reputation and McCain’s school potato business took a hit.
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Esrock Insight Potatoes are a nutrient-rich vegetable students love, and therefore foodservice directors should feel confident about putting McCain potato products on the menu.
k12Website
Solution We created a rally cry and campaign for McCain that encouraged school foodservice directors to POWER UP with potatoes, the only veggie that drives average daily participation, Smart Snacks revenue and student satisfaction.