Product Repositioning: Nutrition Packed Potato Power
Penobscot McCrum is a fifth-generation, Maine family-owned potato business with a history of product innovation and leadership. As they ventured into a new era of potato specialty processing, the company was looking for a way to capitalize on the health benefits of their 100% Maine baked potato products.
Our strategy: let the public in on one of the best-kept secrets in the produce arena: Baked potatoes are the #1 dietary source of potassium (yes, a lot more than bananas!). According the USDA, Americans need more potassium in their diets, making potassium-rich baked potatoes a new health hero. In an era when the French fry is the persona non grata of the nutrition world, 
we are leading the effort to reclaim the potato’s position as a healthy vegetable.
We created a new brand identity package and communications tools, including a comprehensive new website, to tell our client’s “nutrient-packed potato power” story to both foodservice and retail channels, as we help Penobscot McCrum bring new, health-oriented products to the marketplace.
mccrum-slider-nivo-webnut_1
