Potandon Produce, based in Idaho Falls, ID, announced Sept. 1 that it is launching a special marketing campaign focused on building breast cancer awareness.
The campaign, which will run Sept. 15 through Oct. 31, centers on two of Potandon’s proprietary potato varieties: Klondike Rose and Klondike Goldust, which both will be available in special pink breast cancer-awareness packaging for the duration of the promotion.
To support the campaign, Potandon has assembled an extensive array of consumer- and trade-specific communications. Campaign-centered ads will appear in a variety of trade publications, and breast cancer awareness will be a key theme at Potandon’s booth at the upcoming Produce Marketing Association Fresh Summit convention.
Potandon is also planning an e-marketing blitz geared toward consumers, including targeted e-mails, Twitter posts, Facebook posts and a new Facebook iFrame.
According to the National Breast Cancer Foundation, breast cancer is the second most common type of cancer among U.S. women. It is also the second leading cause of cancer deaths among U.S. women.
“Given the prevalence of breast cancer among U.S. women, we feel that promoting breast cancer awareness with our products is incredibly important,” Steve Ottum, chief operating officer at Potandon Produce, said in a Sept. 1 press release. “The more we can spread the word, the more lives can potentially be saved.”