T&G Global’s New Zealand marketing team has ‘smashed’ the competition, taking out the PMA Australia-New Zealand 2018 Marketer of the Year Award for its Lotatoes™ potato brand campaign at a gala event in Brisbane.
The awards are the premier celebration for marketing excellence in the Australasian fresh produce and floral industries.
T&G’s New Zealand marketing team, led by marketing manager Michelle Singh, were one of five finalists for the awards with its Lotatoes™ potatoes campaign which launched in the New Zealand market last June.
“Lotatoes™ was born from recognition of a growing low carb movement among consumers and T&G’s track record in innovation and has been more than five years in the making, from seed to plate. Through our NPD, consumer insights and ideation process, we identified a unique seed that ultimately grew into Lotatoes which are 40% lower in carbs with fewer calories than standard potatoes but with a great flavor profile and cooking versatility.
“Our campaign centered on digital, POS and PR supported by modern packaging that clearly articulated the brand proposition – the health benefits of Lotatoes™ and the local grower story. We received invaluable support from Countdown nationally which enabled us to achieve 100% distribution in our target market within four weeks. The consumer feedback has been hugely positive and we’re in the enviable position of demand outstripping supply.”
Michelle says she is humbled by the recognition she and the team behind Lotatoes™ were given at the PMA Australia-New Zealand awards given strong competition from the other finalists.
The other finalists included Zespri, Sydney Markets, Favco Fruit and Vegetable Company and Fresh Partners Australia and lastly The Flavorite, Costa and Perfect Fresh.
Lotatoes was also named winner of the MPI Primary Sector Category at the 2017 New Zealand Food Awards capping of a stellar year for the new brand and product.