Elevating a humble commodity with care at the core.

Growing competition from other countries coupled with complex trade dynamics globally, challenged U.S. Potatoes’ position as the export market leader. The brand needed to refresh its image with an undeniable differentiator beyond its well-known product advantages.

To understand customer motivations, we needed to dig deep for emotional drivers in this (very practical) B2B category. Insights gleaned from global research with international audiences revealed a clear human advantage in the people behind the superior U.S. growing ecosystem: for generations, they commit relentlessly to delivering the best quality worldwide. They care. And it results in potatoes that are Distinctly American.

Balancing information and persuasion, the refreshed brand tonality, bold photography, and Americana storytelling visuals convey a culture of care and quality distinct to the U.S. The campaign elevates an everyday commodity by creating preference that extends beyond functional features and into hearts worldwide. Because real emotions penetrate all geographies and cultures, no matter the category.