No Small Potatoes: Showcasing Michigan's $2.5 Billion Potato Industry
Learn how we successfully branded Michigan as the Potato Chip Capitol of the U.S. Here's how we helped the Michigan Potato Industry Commission share its story to the world.
Brief
In 2023, Evocati PR partnered with the Michigan Potato Industry Commission (hereafter: Michigan Potatoes) to amplify an economic analysis conducted by Michigan State University, highlighting the significant contributions of Michigan potato growers to the state’s economy.
READ MORE: Evocati PR Welcomes the Michigan Potato Industry Commission as Newest Client | Evocati PR
In February 2024, Evocati PR launched a branded campaign titled "No Small Potatoes" targeting two key audiences: Michigan households interested in business and agriculture and state and federal policymakers focused on agriculture policy. We developed and launched the campaign, creating a branded report, landing page, social media assets, and a comprehensive media strategy to amplify their impact.
The campaign included targeted outreach, advocacy materials, and a detailed PR Insight Report to measure success. Evocati PR generated significant media coverage for Michigan's $2.5 billion potato industry, securing 62 mentions from January to June 2024, with a total reach of 74.1 million. Highlights include placements in major outlets like MLive.com, Spudman Magazine, and Yahoo! Finance, along with 16 broadcast features.
Dr. Kelly Turner, Executive Director at Michigan Potatoes, proudly poses behind a variety of potato chip brands. Roughly one-in-four bags of potato chips made in America include Michigan potatoes. (Source: Michigan Potatoes)
Challenge
In 2023, Evocati PR met with representatives from Michigan Potatoes to determine how we could amplify, through public relations and marketing services, a high-visibility economic analysis about the contributions of Michigan potato growers to the state economy.
The analysis was conducted by economists at Michigan State University and released prior to the National Potato Council’s 2024 Washington Summit in Washington, D.C. Michigan Potatoes also planned to utilize elements of the report during its annual Potato Day at the Capitol in 2024, an advocacy-focused event targeted at Michigan policy and lawmakers in Lansing, Michigan.
One brand-penetration and education challenge Michigan Potatoes identified was that they, “are educating people [on Capitol Hill and the state capitol] that have zero knowledge about agriculture and potatoes."
Michigan Potatoes already enjoyed established media relationships in the state, but wanted its report covered in “The Big Three” news outlets, including The Detroit Free Press, Detroit News, and MLive.com, which promotes itself as, “Michigan’s Largest Local News Site.”
Senior representatives from Michigan Potatoes stated, “it’s important to be able to tell the story because the information doesn't do us any good if we can't relay it in a meaningful way [to stakeholders].”
Finally, they wanted to use the results of the report to definitively declare Michigan as the Potato Chip Capitol of the U.S. and feature its impact on a branded landing page.
Strategy
Owning this narrative through a branded campaign involved Evocati PR penetrating two segmented audiences:
Michigan households with an interest in business and agriculture.
Federal and state policymakers from Michigan with an interest in agriculture policy.
Evocati PR established two objectives as part of its strategy to amplify Michigan Potatoes including:
Increasing Brand Awareness and Engagement among Michigan Households Interested in Business and Agriculture: This included securing features in prominent trade and local Michigan outlets popular among households engaged in business and agriculture. Additionally, we engaged in an online media roundtable featuring key media representatives with a specific interest in Michigan business and agriculture, creating a platform to highlight the client’s initiatives.
Influencing Michigan Policymakers with an Interest in Agriculture Policy: This included working closely with the client to organize meetings and briefings with lawmakers and staff focused on agriculture policy, crafting tailored talking points and a branded handout to support these discussions. To further influence the policy landscape, we sought to secure an op-ed in a respected policy-focused publication widely read by Michigan lawmakers. Finally, we sought third-party validation in the form of endorsements and positive statements from Michigan policymakers and influencers regarding the client’s agriculture-related initiatives.
“As the 'chipping potato capital of the U.S.,' Michigan is the top producer of potatoes for chips. About a quarter of all chip bags across the country use potatoes grown in Michigan soil, according to the Commission’s report.”
— Rose White | MLIVE.com
Execution
We executed a comprehensive strategy to support Michigan Potatoes in amplifying their presence and delivering key insights through the report. The process began with multiple rounds of edits to refine the report draft in collaboration with Michigan Potatoes. From there, we created a professional, branded report, complete with graphs and infographics, designed as a polished, downloadable, and printable PDF.
To expand access to the report, we developed a dynamic web landing page and crafted social media assets for distribution through Michigan Potatoes’ marketing channels.
LANDING PAGE: No Small Potatoes: The Economic Contribution of the Michigan Potato Sector | Michigan Potatoes
To generate momentum, we rolled out the report through a branded media campaign called "No Small Potatoes' in February 2024. This included customized media pitch lists and targeted outreach by Evocati PR, along with the creation of a press release and media advisory to promote the report’s launch and a virtual media roundtable. The roundtable facilitated direct engagement between Michigan Potatoes’ senior representatives and key state and trade media outlets.
READ MORE: No Small Potatoes: Michigan Potatoes is THE Potato Chip Capital of the U.S. | Evocati PR
To support advocacy efforts, we produced a branded one-pager for lobbying visits in March 2024 and drafted an op-ed by a Michigan Potatoes senior representative, successfully placing it in a relevant trade publication to coincide with Potato Day at the Capitol.
By July 2024, we delivered a detailed PR Insight Report summarizing the campaign’s impact, including media placements, impressions, and overall results, providing Michigan Potatoes with valuable data to measure success.
Results
Within the first 24 hours, coverage of the report reached over 13,000,000 impressions. Highlights include placements on MLive.com, BNN Breaking, Morning Ag, Brownfield Ag, and Spudman Magazine.
READ MORE: Michigan’s $2.5 billion potato industry fills 1 in 4 chip bags nationally | Mlive.com
Between January and June 2024, Evocati PR secured 62 media mentions for a total reach of 74.1M. Notable outlets included Detroit News, Spudman Magazine, Michigan Farm News, and the Potato Grower Magazine. One mention was picked up by Yahoo! Finance.
We also secured 16 broadcast (television and radio) mentions including WLAJ (ABC), WLNS (CBS), and WJMN (CBS). Michigan Potatoes was also mentioned 10 times on June 5, 2024, for its annual statewide Potato Day.
READ MORE: Celebrate Michigan’s potato industry with Potato Day at the Capitol on June 5 - Michigan Farm News
Finally, in May 2024, Dr. Kelly Turner, Executive Director at Michigan Potatoes, was named "Spudwoman of the Year" by Spudman Magazine — “Her efforts, including spearheading a recent report quantifying the industry’s value to Michigan, are why she is Spudman’s 2024 Spudwoman of the Year.”
Results Highlights
Earned 13M Reach Across Print, Digital, and Broadcast Outlets in 24 Hours
Secured 62 Media Mentions Earning 74.1M Reach
Featured in MLIVE.com, Spudman Magazine, Brownfield Ag News, & Yahoo!Finance
Client named Spudwoman of the Year