A £3m ad campaign to celebrate the start of the Jersey Royal Potato season gets fully underway this month.
The campaign features the famous landscape and real people who have been involved in producing the ‘champagne of potatoes’ for decades.
This is the first campaign that the UK potato producer Albert Bartlett has commissioned to support Jersey Royals since their acquisition of The Jersey Royal Company in 2024 and the first major campaign collaboration with Dentsu since appointing them as lead creative partner.
‘Roll On Jersey Royal Season’ showcases the unique setting and traditional process that goes into producing Jersey Royals on the famous côtils of Jersey (the steep sloping fields that the early season potatoes are grown on) and the growers that produce them, set against some iconic Jersey landmarks.
John Hicks, Brand & Marketing Director at Albert Bartlett, commented: “Creating a true seasonal moment was the key creative objective behind the campaign, building anticipation amongst consumers and theatre for our retail partners as this unique and delicious seasonal gem hits UK supermarket shelves in volume from the end of April through to July. It’s a feel good ad that pays homage to the rich history of Jersey Royal and the traditional farming methods still deployed on the island today.”
Blair Grieve, Business Director at Dentsu commented: “On the scoping visit to Jersey we were blown away by the heritage and provenance of Jersey Royal and the characters on the island that carry the generational responsibility today to continue the traditions of their forebearers. The growers wanted us to stay true to what they do and that was easy to achieve. There was no one better to showcase the traditional ploughing method than Joe who had been doing it for 38 years, versus employing an actor to try and master the art.”
