Idahoan Foods
The Specs
Client
Idahoan Foods
Industry
CPG
Services
Influencer Management
Website & App Development
User Experience Design & Strategy
Email Marketing
Marketing Intelligence
Video & Production
Research
Media & Digital Strategy
Social Media
Brand Strategy
Creative & Content
Real Potatoes. Real Easy.
Real Growth.
Real Growth.
Idahoan is the top-selling mashed potato brand in America. But the latest campaign wasn’t about holding position. It was about building stronger relevance, increasing product awareness, and proving that fast meals can still be real meals.
The ask was clear: create an overarching campaign that shifts perception and helps more families see Idahoan as a smart, satisfying dinner solution.
Enter: Get Real.
Modern family food marketing had a problem. It kept selling perfection to people who were already exhausted. Pinterest-perfect kitchens, staged meals, and three-hour recipes were colliding with real life, where time is short and dinner pressure is high. Our research confirmed the friction: families weren’t failing at dinner, the system was failing them.
Get Real was built to reject that false standard. Instead of adding to the curated noise, Idahoan leaned into the messy, chaotic truth of weeknights and positioned itself as the brand that gives families their time back. The campaign challenged the idea that convenience equals compromise and reframed Idahoan as something more powerful than a side dish: a real solution for real life.
Get Real was built to reject that false standard. Instead of adding to the curated noise, Idahoan leaned into the messy, chaotic truth of weeknights and positioned itself as the brand that gives families their time back. The campaign challenged the idea that convenience equals compromise and reframed Idahoan as something more powerful than a side dish: a real solution for real life.
Brand Strategy
Convenient doesn’t
mean compromised.
mean compromised.
Our goal was to address the idea that shelf-stable sides feel “too processed” or not hearty enough. Many shoppers doubted whether a $1.50 pouch could really deliver. We built our strategy around showing that it can.
Idahoan became the answer to the nightly dinner struggle: a product made with real Idaho potatoes, ready in minutes, and easy to serve with pride.
Idahoan became the answer to the nightly dinner struggle: a product made with real Idaho potatoes, ready in minutes, and easy to serve with pride.
Audience Targeting
Speaking to the
Dinner Realist.
Dinner Realist.
Through first-party research, we identified a key consumer segment: busy, value-conscious parents trying to make meals work during chaotic weeknights. She wants to feel proud of what she puts on the table. She also needs it to be fast and affordable.
This shopper became our primary focus. Every asset spoke to her needs—convenience, comfort, quality—and positioned Idahoan as a win she could count on.
This shopper became our primary focus. Every asset spoke to her needs—convenience, comfort, quality—and positioned Idahoan as a win she could count on.
Get Real: A Rally Cry and a Reality Check
Creative Campaign
Our creative made a bold claim and backed it up. We showed Idahoan in real homes, on real weeknights, helping real families solve dinner. Assets ranged from snackable social content to taste test videos, each proving that convenience doesn’t have to mean compromise.
Assets were deployed across paid social, OTT, email, digital display, and retail media, helping Idahoan show up consistently across the entire buyer journey.
Assets were deployed across paid social, OTT, email, digital display, and retail media, helping Idahoan show up consistently across the entire buyer journey.
Messaging Framework
We focused on five core ideas
1. Fast and convenient
2. Real Idaho-grown ingredients
3. Feeds four for less than $2
4. Ready in under five minutes
5. Comfort-food taste without the cleanup
Every touchpoint reinforced the same idea: Get Real isn’t just a tagline. It’s a reason to believe.
2. Real Idaho-grown ingredients
3. Feeds four for less than $2
4. Ready in under five minutes
5. Comfort-food taste without the cleanup
Every touchpoint reinforced the same idea: Get Real isn’t just a tagline. It’s a reason to believe.
Results
Just Launched. Already Landing.
The Get Real campaign has only just gone live, but early signals suggest the message is resonating.
↑92%
Increase in new users to the website
↑#1
Brand in the quick-serve sides category
↑5X
Industry benchmark on video thru-play rate
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