Albert Bartlett, the UK’s leading grower and packer of potatoes, is launching their autumn 2013 national television and print advertising campaign, starring their award-winning branded potatoes alongside two of their long-term ambassadors and UK’s top awarded chefs, Andrew Fairlie and Michel Roux Jr.
Working with Fairlie and Roux on the national ad campaign follows a partnership between the quintessentially British chefs and the fresh produce company that spans more than 10 years, based on their mutual appreciation of premium, locally sourced fresh produce. Both chefs use Albert Bartlett potatoes in their respective Michelin starred restaurants, Andrew Fairlie @ Gleneagles and Le Gavroche, and are generous in their support of Albert Bartlett’s sound values of quality, consistency, heritage and trust through the chain of field, factory and final product.
The ads invite the viewer into Fairlie and Roux’s most comfortable and natural environments – their kitchens. They demonstrate the delicious, high quality British products that they use, with Albert Bartlett potatoes being an integral part of their ingredients. Fairlie focuses on his highly praised use of locally sourced ingredients while Roux stresses the importance of ingredients and trusted suppliers, highlighting Albert Bartlett’s traditional, family business and traceable potatoes, thanks to the farmers’ details on each pack.
The new ads feature several of Albert Bartlett’s exclusive branded potato varieties including the Russet, the deliciously nutty Apache and the UK’s most popular branded potato, the Rooster, and will fuel the nation’s on-going love of exciting cookery and great British food. Viewers can share exclusive recipes from both chefs on www.albertbartlett.co.uk.
The national terrestrial TV campaign airs from 28th October until 23rd December with 30- and 10-second ads and will be supported by integrated print and digital including full page advertising in Good Housekeeping, Red, Prima and national weekend supplements.
Ad agency Holmes Hobbs Marcantonio (HHM) also previously produced the successful Albert Bartlett Rooster Potatoes ads featuring Desperate Housewives stars Marcia Cross and Jesse Metcalfe. The first Marcia Cross campaign saw brand penetration reach 16%, up 96% YOY and value market share doubled to 5% (Figures released by Kantar for the 12wks to 27/12/09). Their most recent advertising with Jesse Metcalfe saw unprompted brand awareness rise to 45%.
Albert Bartlett MD Paul Parkins comments on the new campaign: “Who better to pass their expert knowledge to UK households on using the best ingredients to produce delicious, healthy Michelin inspired meals? Andrew Fairlie is renowned as one of the best chefs in the world and has helped us create some truly inspirational recipes for families across the UK.
“As the son of Michelin-starred chef Albert Roux, Michel Roux Jr was brought up loving good food. He’s now one of Britain’s most famous chefs, and his recipes and experience have gained him a significant following on our website. It is an honour to have these two extraordinary British chefs as ambassadors.”