Tasteful Selections

Client: RPE (Bancroft, Wisconsin)
GSM Role: Branding | Business Development | Marketing Strategies | Naming | Packaging | Pricing | Social Strategy | Media Relations | Engagement

Potatoes are the most frequently purchased vegetable and the third most frequently purchased commodity in the produce aisle. But in 2010, potato and onion expert RPE was facing an increasingly important driver of purchase behavior-and potential threat to category growth: consumer demand for convenience. During strategic planning sessions, GSM helped RPE envision a plan to address this need with a new line of value-added potatoes.

Within months, GSM helped RPE assess a deal to partner with a specialty potato company, and worked closely with RPE to craft a unique branding and marketing strategy that resonated with the core potato shoppers: time-strapped moms seeking healthy, easy to prepare foods.

GSM then translated the strategy into packaging that communicates "at a glance" potato size, cook time and usage ideas. It also developed a unique pricing strategy that makes margins easier to manage.

In 2014, GSM conducted consumer research including online surveys, focus groups and shop-a-longs to determine the brand's target consumer which resulted in a refresh of the packaging design. 

In 2015, Tasteful Selections celebrated its investment in the future of the potato industry with the grand opening of its new 200,000 square foot state-of-the-art facility in Bakersfield, California. GSM lead a trade campaign to promote Tasteful Selections' category leadership with press releases, digital ads, direct mail, e-newsletters and execution of media and blogger events. 

Today, the Tasteful Selections brand has more than 19 SKUs sold in over 10,000 stores nationwide. It is the number-one small potato in the category.

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