BENSON, NC - February was a busy month with Valentine’s Day, Black History Month, a Leap Year, and National Sweetpotato Month! In honor of the produce-centric celebration, the North Carolina Sweetpotato Commission (NCSPC) rolled out an influencer campaign and mat release launch to promote sweetpotato purchases and consumption in key markets across the country.
“National Sweetpotato Month is all about showcasing how our beloved vegetable is great for any reason, any season,” stated Michelle Grainger, Executive Director of the NCSPC. “Sweetpotatoes truly are a person’s best friend and make the perfect addition to any plate. Through our digital marketing efforts consumers can get more recipe inspiration that will encourage them to incorporate this vegetable into their daily meal regime making any meal a moment to remember.”
The campaign highlighted food influencers who span a wide range of categories and was meant to attract both Gen-Z and Millennial consumers. Creators included mothers, dietitians, college students, authors, recipe developers, and more, each of whom created unique and eye-catching content.
So far, the campaign has garnered over 184,000 impressions and counting.
Additionally, a TV segment featuring National On-Air Food & Nutrition Expert Mia Syn aired live on ABC Tampa. The segment highlighted fun and easy recipes for Valentine’s Day meal preparations using sweetpotatoes. It also showcased this popular vegetable’s health benefits and paired it with complementary foods.
“As we dive deeper into the digital world, it is vital that we continue to make connections with consumers in different ways,” continued Grainger. “We know that online shopping will continue to grow; with traditional platforms offering recipe content and shoppable links, we can become instrumental in the way consumers incorporate sweetpotatoes into their diets when we offer more digital resources.”
A video mat release featuring a fan-favorite breakfast dish circulated around media outlets across the country, too.
“Our goal is to show the versatility of sweetpotatoes to all generations, ethnicities, and palates,” concluded Grainger. “By working with a diversity of content creators, we are driving awareness to create digital and in-store impulse purchases during National Sweetpotato Month—a period dedicated to bragging all about our state vegetable and its delectable flavor and attributes—and beyond.”
Click here to read more about NCSPC's promotional efforts.
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