1 | P a g e

Silver Anvil Analysis:

Healthy MR. POTATO HEAD Quarters

The Situation
In the early 2000s a variety of low-carb fad diets called the healthiness of potatoes into
question. Many nutritionists and dieticians promoted diets which turned away from high
glycemic index (GI) foods to aid in weight loss. Potatoes rank near the top of lists of high GI
foods. Programs such as the Atkins and South Beach diet continued to grow in popularity.
Attitudes about potato nutrition began to decline sharply as consumers were overwhelmed by a
flood of nutrition misinformation.
The United States Potato Board (USPB) responded
quickly with the development of the Healthy Potato Campaign.
The purpose of this campaign was to reinforce to consumers that
the potato, although it does contain carbohydrates, does have
many nutritional benefits, such as vitamin C and potassium, as
well as being low calories, fat free, and sodium free.
The Healthy Potato campaign was launched in 2004, but
the Silver Anvil Awarded to Fleishman Hillard for its work on the
campaign was awarded in 2007. The early stages of the campaign
were very successful. According to the USPB, research
demonstrated attitudes changed almost immediately when
consumers read the nutrition label and the message generating
strongest consumer responsiveness was: Potatoes: A Great
Source of Essential Vitamins and Minerals.
Next the USPB launched the Skinny Potato ad, which
provided visual aid to the public demonstrating the nutritious
benefits of eating potatoes. The ad gain the attention of media and
nutrition opinion leaders. It sparked conversation among the
public, reminding consumers that a medium sized potato contains
more potassium than a banana and almost half the daily value of
vitamin C.
In November 2005, the USPB partnered with Hasbro and the second phase of the USPB
Nutrition Campaign launched. Hasbro allowed the USPB to recreate the classic MR. POTATO
HEAD as the newly trimmed Healthy MR. POTATO HEAD. The new edition of the character
sported muscular arms, sneakers, a baseball cap, and a water bottle. The new look debuted in the
form of a giant balloon in the 2005 Macys Thanksgiving Day Parade. The balloon received high
marks and praise, as is typical with most balloons on the first debut in the parade.
While the first appearance of the balloon was impressive, the second appearance in the
required three-year contract does not include built-in media opportunities. For the second year
the USPB partnered with Fleishman Hillard to think of something unique and attention grabbing
to attract extra attention.
2 | P a g e

One strength in this situation is that potatoes are
typically part of the average Americans diet. A weakness is
that certain nutrition experts were aware of potatoes nutrition
value, yet still advised the public to avoid them. Many people
were invested in the fad diets and actively sought out these
experts opinions. The USPB had the opportunity to show the
public that potatoes are a health option and expand the dietary
restrictions on fad diets. The greatest threat was the fad diet
experts feeding the media information against the health
benefits of potatoes.
The situation provided the Fleishman Hillard team
with an excellent opportunity. The Thanksgiving season had
proven a useful time of year to showcase the Healthy MR.
POTATO HEAD the year before and was approaching again
quickly. During the holiday season New York City is buzzing
with even more tourists. The Fleishman Hillard team
suggested that the USPB created the Healthy MR. POTATO
HEAD Quarters, in which the giant balloon would be
connected to a culinary and tourist attraction in the famous Chelsea Market, located in New York
City. The attraction would take place the week before Thanksgiving, which is the most popular
week of the year for potatoes each year. The team chose a 5,000-square-foot space on the first
floor of the Chelsea Market. The pop-up event helped to generate media coverage and buzz over
the upcoming Macys Thanksgiving Day Parade, in which the balloon would be featured for a
second year. The Healthy MR. POTATO HEAD Quarters attraction also hosted celebrity chef
demos and sampling of healthy potato recipes, a costumed Healthy MR. POTATO HEAD, a wall
display of historic potato facts & artwork, and a glass enclosed case containing Swarovski
crystal-encrusted MR. and MRS. POTATO HEAD figures, among other attractions.
Research
Conducting research is an important part of designing a
successful campaign. The USPB conducted environmental
scanning in the very beginning of the first campaign in 2004,
taking note of the decrease in potato sales and increase in
negative media attention.
In 2005 the Fleishman Hillard team conducted a variety of
formal and informal primary research to ensure the Healthy MR.
POTATO HEAD character was delivering the desired messages.
Results showed the following;
The Healthy MR. POTATO HEAD character was highly
recognizable with 99% household awareness
The Healthy MR. POTATO HEAD athletic makeover and
tagline Potato Power! was reviewed positively
Next day recall of the character and the tag line was 99%
The Fleishman Hillard team also conducted formal secondary research by auditing past
media coverage of pop-up retail marketing. The team also contacted previous marketers who
used the tactic. The research yielded that pop-ups required a larger budget, so it was fairly
3 | P a g e

exclusive to major brand names such as JCPenney, Target Stores, and Nike. Through this
research the team determined that the USPB was the first food commodity board to attempt
pop-up marketing.
This research helped shape the campaign dramatically. Through researching the
effectiveness of the Healthy MR. POTATO HEAD Fleishman Hillard knew the character and the
tag line were memorable. The new pop-up tactic could be tied to the character which was already
anchored in the publics memory. The secondary research conducted gave Fleishman Hillard
more insight into how successful pop-up marketing events had been in the past, as well as typical
cost and previous issues. This research gave the campaign a more solid direction.

Planning
The goals of the campaign were not spelled out, but from the context of the campaign the main
goal was probably;
To reenergize the potato as a healthy food with many nutritional benefits
The objectives listed on the officially PRSA Silver Anvil summary are not SMART because
there were no quantifiable measures listed as an indicator of progress. The objectives of the
campaign were;
To increase the number of target audience members who understood and believed that
potatoes were good for their health (outcome objective)
o More specifically, to highlight the potatos vitamin C and potassium content
To involve potato farmers/shippers and retail marketers in public relations
programming(output objective)
To increase sales and consumption of the potato(outcome objective)
To create a program that would draw attention nationwide and deliver messages about the
healthy potato (output objective)
The strategies and messages formed form the objectives, however, not all of the objectives were
addressed in the discussed strategies in the PRSA Silver Anvil Analysis. For example, there is no
mention of how the potato farmers or retail marketers were getting involved with the public
relations programming. The strategies and messages of the campaign were;
To claim the media spotlight surrounding Thanksgiving (Strategy)
o Potatoes are delicious, nutritious, and part of Thanksgiving tradition (Message)
To use the Healthy MR. POTATO HEAD character as an advocate for a healthy lifestyle,
especially for children
o The classic potato/ MR. POTATO HEAD is reinvented
o Potatoes can be fun and exciting
Make use of direct to consumer and non-traditional media channels (such as a food label
with correct nutrition information)
o Potatoes are good for you, despite misconstrued negative media attention
Primary publics;
Women, ages 25-64; particularly those with children living at home; and food and
nutrition media (listed in the PRSA Silver Anvil Analysis)
4 | P a g e

Young children ages 3-10 who are attracted to playing with the Healthy MR. POTATO
HEAD character
Parents (both men and women)
Health conscious adults
Potato farmers/ retailers
Secondary publics;
Doctors/nutritionists/healthcare providers
Teachers
Intervening publics;
The media
The only public directly addressed in the PRSA Silver Anvil Analysis was the group of
women, ages 25-64; particularly those with children living at home; and food and nutrition
media. This group is very specific, but also ignores the many other primary publics this
campaign addresses.
The campaign did a fair job of connecting the product information to the priority publics. The
campaign directly sought out parents and children with the launch of the Healthy MR. POTATO
HEAD character toy, the slogan Potato Power, as well as the balloon in the Macys
Thanksgiving Day Parade. Health conscious adults were connected to the campaign via the
healthy messaging, such as the nutrition labels attached to bags of potatoes. The display of potato
facts and artwork as well as the Swarovski crystal-encrusted MR. and MRS. POTATO HEAD
figures connected more towards women, but the targeted age group of women is very large. The
association with childrens toys makes this campaign feel very young. The campaign could have
constructed some messages to directly target more seasoned adults, especially women.


Nutrition label
Implementation
At 10 a.m. on Monday November 20, 2006 in Chelsea Market, the Healthy MR.
POTATO HEAD Quarters attraction opened to the public. The opening morning featured
hundreds of Macys parade cheerleaders and dancers, who performed the Potato Power! dance.
Two potato farmers served as emcees, delivering potato nutrition messages. The Healthy MR.
POTATO HEAD character attended in full costume and helped a farmer cut a big ribbon.
5 | P a g e

For the next five days the 5,000-square-foot attraction hosted;
Celebrity chef demos and sampling of healthy potato recipes
A free picture taken with a costumed Healthy MR. POTATO HEAD
A nutrition quiz station complete with prizes for winners
A Potato Power! Patch where kids could learn the Potato Power! dance and play with
Healthy MR. POTATO HEAD
A wall display of historic potato facts
A wall display of photographs of potato artwork
A well-guarded, glass enclosed case containing Swarovski crystal-encrusted MR. and
MRS. POTATO HEAD figures
The program was creative, appropriate and
well executed. The celebrity chef demos brought
star power and demonstrated healthy ways to
prepare the already healthy potato, appealing to
passionate food lovers as well as health conscious
adults. Pictures and dancing with the costumed
Healthy MR. POTATO HEAD character engaged
the younger audience. Also, dancing is a healthy form of exercise, which fits with the healthy,
upbeat tone of the event. The nutrition quiz with prizes engaged the audience to learn more by
offering winners prizes. The stars of the show were the Swarovski crystal-encrusted MR. and
MRS. POTATO HEAD figures, which were encases in glass and guarded by several bodyguards.
While it might sound ridiculous to some, I am captivated by the glamorization of a classic
childhood toy. The crystal-encrusted figures were definitely a memorable talking point.
Something that did not work as well were the displays of historic potato facts and
artwork. The campaign is about educating the public on how nutritious potatoes are. Potatoes are
not the most exciting product to pitch, but the majority of the campaign is exciting and energetic.
Historic potato facts are dull, boring, and unnecessary. Also,
photos of potato artwork might be unusual, but not relevant to
the campaign. Unusualness does not always engage the
audience. Both the historic potato facts and potato artwork
photos did not work and should have been left out of the
campaign.
The overall theme of the Healthy MR. POTATO
HEAD Quarters event was all potato, all the time. Visitors
were constantly reminded of hoe exciting and healthy the
potato is. Rebranding the boring spud as the spunky Healthy
MR. POTATO HEAD character was imaginative. Erecting
the pop-up headquarters in Chelsea Market during the most
popular week of the year to buy potatoes was clever.
Everything that Fleishman Hillard attempted to do with the
pop-up event was well thought out.
6 | P a g e

The budget for this campaign was $750,000. With that amount of money Fleishman
Hillard could afford to be extravagant and plan such a large-scale campaign. The budget was
used effectively, as demonstrated by the number of diverse attractions that took place within the
headquarters.
The New York City media outlets were invited via personalized invitations to the
opening of the headquarters. There was significant media coverage including:
Broadcast media (traditional media)
o Bruce Weinstein and Mark Scarbrough, co-authors of The Ultimate Potato
Book, served as spokespeople for the campaign. The duo executed 27 TV and
radio interviews, where they demonstrated healthy potato recipes for
Thanksgiving and delivered key potato nutrition messages
o A radio news release was also issued
Online media (new media)
o The Fleishman Hillard team created an online, virtual Healthy MR. POTATO
HEAD Quarters, so all U.S. consumers could participate in the event. The website
was meant to engage consumers on a national scale. The site also had e-greeting
cards users could download and send to friends, as well as online recipes for
healthy potato dishes
o The Fleishman Hillard team also pitched to various websites and blogs, engaging
with new media for maximum coverage of the event.
Guerilla media (traditional media)
o A potato grower, a Fleishman Hillard representative, and a Healthy MR.
POTATO HEAD costumed character positioned themselves with signage in the
outdoor plaza so they were in the broadcasts of the NBCs Todayand CBS
The Early Show during the same week
Print Media (traditional media)
o The Fleishman Hillard team secured a feature story in the New York Times about
the pop-up event and the campaign in general
o The team distributed press kits highlighting healthy holiday potato recipes and
promoting the website to food, nutrition, and lifestyle editors at newspapers
nationwide
Evaluation/ Results
How the USPB and Fleishman Hillard evaluated the results was dependent on each
specific objective. Some results were measured via research, others were measured in terms of
level or involvement, etc.
Objectives:
To increase the number of target audience members who understood and believed that
potatoes were good for their health
o Research in 2005, before the campaign, indicated that 57 percent of respondents
strongly agreed with the statement Potatoes are nutritious. In 2007, after the
campaign launched, 60 percent of respondents strongly agreed with the
statement(outcome)
7 | P a g e

o Research showed that 46 percent of respondents agreed that potatoes were a good
source of vitamin C and potassium (outcome)
To involve potato farmers/shippers and retail marketers in public relations programming
o 15 potato industry members walked in the Macys Thanksgiving Day Parade as
balloon handlers (output)
o Research indicated that hometown media coverage of these famers/shippers
totaled more than 2 million impressions(outcome)
o The Chairman of the USPB was present throughout the week at the Healthy MR.
POTATO HEAD Quarters. (output)
He stated in an article crafted by the USPB that, The USPB has
positioned itself as the centerpiece in the potato industry when it comes to
information, research, and innovation. That is primarily due to creative,
dedicated staff who have maximized the growers' dollars in 'outside the
box' kinds of promotional activities like the Healthy MR. POTATO
HEAD balloon and headquarters.
To increase sales and consumption of the potato
o Research in 2005 indicated 11 percent of households had potato dinner meals at
home in the last week. In 2007 research showed the number of households
increased to 14 percent (outcome)
To create a program that would draw attention nationwide and deliver messages about the
healthy potato
o The New York Times ran a half-page feature about the Healthy MR. POTATO
HEAD Quarters pop up event. The feature also included a teaser on the front
page of the business page (outcome)
o Satellite and audio broadcasts reached 32 million consumers. Potato nutrition
message delivery was 100 percent in every interview (outcome)
o The campaign received 21 unique online placements, such as a story on the
Hungry-Girl.com site (outcome)
o The PotatoHeadQuarters.com site has attracted 7,000+ unique visitors. Visitors
spent on average 5.5 minutes on the site, reviewing an average of 6.6 pages.
o Overall media coverage of Healthy MR. POTATO HEAD Quarters reached more
than 222 million consumers nationwide (outcome)
The goal of the campaign was
To reenergize the potato as a healthy food with many nutritional benefits
From the results listed above, both the goal and objectives were met by this campaign.
There were clearly changes in attitudes and behaviors as people began using more potatoes in
dinners and more people agreed that potatoes are nutritious. The media buzz demonstrates the
hype surrounding the campaign, reenergizing the potato as a healthy food option.
My Perspective
There are several factors which made this campaign successful and award winning. Tying
in MR. POTATO HEAD was a great way to engage children and evoke nostalgia in adults. The
location and timing of the event was impeccable. Chelsea Market is flooded with tourists and
locals, but even more so during the holidays. The week before Thanksgiving marks one of the
8 | P a g e

busiest cooking times of the year, where more potatoes are consumed than any other week.
Healthy MR. POTATO HEAD Quarters had so many diverse attractions, so there was
something to interest everyone. Having celebrity chefs draws a certain amount of media
coverage on its own, plus everyone loves free food. Kids were engaged by the opportunity to
interact, dance, and take pictures with the Healthy MR. POTATO HEAD character. The nutrition
quiz drove home the point that potatoes are nutritious, while also attracting people with prizes.
The most surprising, but entertaining part of this campaign to me was the display of
Swarovski crystal-encrusted MR. and MRS. POTATO HEAD figures. This was so unusual, but
still so relevant. The display marked the glamorization of the potato in a way that still tied in the
character. This idea was fun and original. It definitely inspired me to look for creative ways to
jazz up any campaign I will work on in the future.
This campaign teaches the industry to go big. The campaign was incredibly expensive,
costing $750,000, but the events were huge as well. The media coverage was phenomenal. This
case demonstrates how partnerships between products and a little creativity can create a lasting
impact on the public.
I think the campaign could be continued, but should move away from New York. Coca
Cola recently launched a Share the Happiness campaign in which they traveled and gave away
coke as well as soccer balls, hats, shirts, and sunglasses from their truck. Oscar Meyer Wiener
has the Oscar Mobile, which is a hot dog and bun car. The USPB should launch a cross country
campaign that explains how to interpret the potato into lighter, summer dishes. They could use a
tricked-out food truck, perhaps referencing Healthy MR.POTATO HEAD in some form. The
food truck could provide people with samples of lighter summer cuisine with a focus on
potatoes.
In conclusion, the Healthy MR. POTATO HEAD Quarters campaign by Fleishman
Hillard for the United States Potato Board was creative and well planned out. The details of the
campaign, from the location to the variety of activities at the event, were deliberate and yielded
excellent media coverage. Overall the campaign met its goal and objectives. From this success it
rightfully earned the Silver Anvil Award of Excellence from the PRSA.











9 | P a g e

Bibliography
Corporate EVENT magazine - Article: Four Problems, One Solution: POP-UP EVENTS,
Summer 2007. (n.d.). Corporate EVENT magazine - Article: Four Problems, One
Solution: POP-UP EVENTS, Summer 2007. Retrieved March 14, 2014, from
http://www.exhibitoronline.com/corpevent/summer07/portfolio.asp#.UyJvlc4aJWo

Idaho, U.S. Potato Growers Team Up With Mr. Potato Head. (2006, Nov 22). KBOI 2 News.
RetrievedMarch 14, 2014, from http://www.kboi2.com/news/local/4726216.html

Myers, M. M. (n.d.). United States Potato Board - Nutrition Campaign History. United States
Potato Board - Nutrition Campaign History. Retrieved March 14, 2014, from
http://www.uspotatoes.com/nutritionPrograms/uspbNutritionCampaignHistory.php

mrpotatohead.net-Healthy. (n.d.). mrpotatohead.net-Healthy. Retrieved March 14, 2014, from
http://www.mrpotatohead.net/healthy.html

Mr. Potato Head looks good in crystal?. (n.d.). Didnt You Hear. Retrieved March 14, 2014,
from http://didntyouhear.com/mr-potato-head-looks-good-in-crystal/

PRSA, (2007). Healthy MR. POTATO HEAD Quarters Silver-Anvil Award of Excellence Winner
United States Potato Board, Fleishman Hillard Inc.,. N/A: PRSA.