Idahoan Foods Embraces Authenticity with the ‘Get Real’ Campaign

For over 65 years, Idahoan Foods has established itself as a household name in the realm of mashed potatoes. Known for delivering 100% real mashed potatoes, the company is now stepping away from the manicured, filtered portrayals often seen in food marketing to celebrate the “messiness” of real-life moments. With the launch of their new ‘Get Real’ creative campaign, Idahoan aims to bring the joy of authentic home cooking back to families across the nation.

Understanding the ‘Get Real’ Campaign

What Does ‘Get Real’ Mean?

Idahoan’s Get Real campaign centers around the notion of embracing genuine family moments during mealtime. In a world where social media often depicts elaborate, perfectly curated meals, Idahoan is promoting the idea that real-life meals can be just as delightful, even if they’re less than perfect. The campaign emphasizes that Idahoan mashed potatoes are not just a side dish but a gateway to creating memorable and authentic dining experiences.

Real Potatoes, Real Easy™

At the heart of the campaign lies Idahoan’s commitment to their Real Potatoes, Real Easy™ promise. The message is clear: meals don’t need to be complicated to be enjoyable. With Idahoan’s products, time-strapped home cooks can whip up a delicious, hearty side in mere minutes, enabling them to focus on the enjoyable aspects of family meals rather than getting bogged down in lengthy preparation times.

The Root of the Campaign: Consumer Insights

Key Consumer Insights

The ‘Get Real’ campaign is supported by compelling consumer research, revealing some significant insights:

• Convenience & Speed: With 65% of consumers noting a lack of time as their leading meal frustration, Idahoan provides a swift solution that allows families to prepare a delicious dish without hours of labor in the kitchen.

• Value & Affordability: Financial considerations are paramount in today’s economy. A staggering 83% of surveyed consumers viewed Idahoan as an excellent value. This reflects people’s desire for budget-friendly meal components that don’t compromise on taste.

• Meal Planning Made Easy: Prepared in under five minutes, Idahoan mashed potatoes fit seamlessly into busy weeknight dinners, a use case for 73% of consumers who claim they rely on quick, easy meal options during the week.

Comments from Leadership

Ryan Ellis, Vice President of Marketing at Idahoan Foods, elaborated on the initiative, stating, “Through our ‘Get Real’ campaign, we’re encouraging consumers to take back the time spent in the kitchen making complicated recipes and focus instead on the moments that matter. As a leader in the potato sector with an 80% share of packaged potatoes, we’re proud to provide a wide array of solutions that allow families to enjoy high-quality, tasty meals without the fuss.”

Engaging with the Campaign

Where to Find Idahoan Products

Families interested in adding Idahoan’s authentic mashed potatoes to their meals can visit Idahoan.com or shop directly at the Idahoan Shop. The campaign is designed to reach a wide audience, running across popular platforms like Meta, TikTok, and various streaming services, ensuring it captures the attention of busy families everywhere.

Follow the Journey

Idahoan Foods encourages everyone to stay connected with the brand by following them on social media platforms such as Facebook, Instagram, YouTube, and TikTok. These channels not only showcase delicious recipes and mealtime inspiration but also invite families to share their own authentic moment experiences.

About Idahoan Foods

Idahoan Foods combines an extensive network of professionals from field to fork, delivering high-quality, value-added potato products. Renowned for their commitment to using only the finest potatoes, they strive to provide consumers with Real Potatoes, Real Easy™. For more information, visit Idahoan.com.

The ‘Get Real’ campaign represents a shift in focus back to the genuine, unfiltered aspects of family life, encouraging everyone to dive into the joys of authentic home cooking in a way that’s quick, easy, and above all, real.