People are all about healthy living these days, and they've pretty much-kicked potatoes off the "good for you" list. Our strategy is to create an online 'rage room' where people vent their frustrations on a virtual potato.
Client Ask
Create a strategy, activation and social campaign to make potatoes the “go to” side again. Make them regain their status over these trend healthy sides as the ultimate side for any meal.
Two human truths
Potatoes have a bad reputation. They're also the target of negative expressions.
Gen Z’s and young millennials loves to talk sh*t about others as an outlet for their frustrations
Insight with tension
Potatos might have a bad reputation, but that's exactly what could get people talking and interested.
Welcome to “The Potato Roast”
Phase 1: Meet people in their most stressful times and give them an outlet for their anger.
Phase 2: Provide the outlet
Phase 3: Provide positive solutions for the people letting their frustrations out in the rage room. We are showing them literally how smashing, cutting, peeling, or roasting potatoes in the kitchen can be a great way to deal with their stress.
Phase 4: Do something about it! Allow people to take their frustrations offline.
Student Work
My Role: ST
w./ MP (AD), Laureen (CW), Stuart (Research)