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The public relations campaign for the Idaho Potato Commission’s (IPC) French fry-scented perfume “Frites by Idaho” has won the top prize from the National Agri-Marketing Association (NAMA).
Each year, the NAMA chooses the best marketing campaigns from agriculture and commodity groups. Frites was up against more than 1,100 entries including campaigns from National Cattlemen’s Beef Association, Wisconsin Cheese, Tyson Foods, John Deere, Bayer, Purina Animal Nutrition and U.S. Dairy. Entries were judged on challenge or opportunity, objective or desired response, target audience, and craftsmanship/originality. The IPC introduced its “Frites by Idaho” perfume in February 2022. Priced at $1.89, then the national average for a large order of fries, the 1.7-ounce bottles of Frites sold out overnight and generated international publicity, including coverage on The Late Show With Stephen Colbert, FOX News, Access Hollywood, The Kelly Clarkson Show and the BBC.
