VLAM, Bord Bia and Europatat want to continue their current promotional campaign 'Potatoes, prepare to be surprised – Europe's favourite since 1536' to increase the consumption of fresh potatoes at EU level and more specifically in their countries (Belgium (Flanders) and Ireland and in France) as part of the EU promotion programme for agricultural products.

The aim of the campaign is to make the next generations of consumers (European young adults between 18-34 years old) enthusiastic about fresh potatoes again, so that fresh potatoes also have a place in our kitchen in the future. The campaign actions include a mix of promotional activities. We want to make our target group aware of the place of fresh potatoes in a contemporary lifestyle (i.e. versatility of potatoes, through recipes and videos) and about the healthy and sustainable benefits of fresh potatoes.

Our target group will be reached through a multi-channel media approach, i.e. a mix of native advertising (both online and print), a social media mix on different platforms (Facebook, Instagram, Pinterest, TikTok) and online video.

The joint agency will be responsible for creating all common campaign tools, i.e. updating existing websites (https://www.preparetobesurprised.eu/), updating existing Instagram accounts with new material, creating social media posts, creating recipes and creating 1 common video. The agency will also need to liaise with the local agencies, to tailor all creations to the common look and feel of the campaign.

The joint office is also responsible for creating the social media posts for Europatat.

The Agency for Flemish Actions will be responsible for the implementation of the campaign in Flanders, using material created in the previous campaign and by the new joint agency (see lot 1). Specific actions are foreseen in Flanders are: collaboration with influencers and local video.

The French Actions Office will be responsible for implementing the campaign in France, using material created in the previous campaign and by the new Joint Office (see Lot 1). Specific actions foreseen in France are: collaboration with influencers, extra social media posts (in addition to those in lot 1) and local video.

The Irish Actions Office will be responsible for implementing the campaign in Ireland, using material created in the previous campaign and by the new Joint Office (see Lot 1). Specific actions foreseen in Ireland are: collaboration with influencers and local video.