Marketing campaign targets Jersey Royal Potatoes
POTATO products firm Albert Bartlett has kicked off a new £3million ad campaign to celebrate the start of the Jersey Royal Potato season.
This marks the first campaign that the potato producer has commissioned to support Jersey Royals since their acquisition of The Jersey Royal Company in 2024.
Dubbed ‘Roll On Jersey Royal Season’, the new campaign showcases the unique setting and traditional process that goes into Jersey Royals farming on the iconic Côtils of Jersey – the steep sloping fields that the early season potatoes are grown on.
The advert opens with Jersey farmer Nick Mourant, a fifth generation farmer, surveying the crop and how the potatoes move from field to fork through the use of a traditional hand plough in the field.
The film then cuts to world-renowned chef Michel Roux who is boiling these potatoes in his kitchen and ends with a family enjoying them at a dinner table.
A teaser campaign is currently running across digital channels with TV, video on demand, digital displays, paid social and out of home marketing spots. A full hero 60 second TV sport will air on the Coronation Street ad break on 5 May.
John Hicks, brand and marketing director at Albert Bartlett, said: “Creating a true seasonal moment was the key creative objective behind this campaign, building anticipation amongst consumers and theatre for our retail partners as this unique and delicious seasonal gem hits UK supermarket shelves in volume from the end of April through to July.
“It’s a feel good ad that pays homage to the rich history of Jersey Royal and the traditional farming methods still deployed on the island today.”
