Idahoan

Get Real

Idahoan is America’s top-selling mashed potato brand, but this campaign wasn’t about defending that spot. It was about changing how families see quick food prep. Category marketing had been selling a fantasy: staged kitchens, three-hour recipes, a version of dinner nobody’s weeknight looks like. Our research showed the real gap. Families weren’t dropping the ball, the standard they were being held to was broken. So we built Get Real, a platform that ditched the polish and met families in the actual chaos of a Tuesday night, positioning Idahoan not as a shortcut but as the smart call.

Get Real :30

Strategy & Tactics

We targeted the Dinner Realist: a value-conscious parent who wants to feel good about what hits the table without losing an hour to get there. Every asset, from social content to taste-test video, made the same case. Real Idaho potatoes, ready in minutes, feeds four for under two bucks, no cleanup. We pushed it across paid social, OTT, email, display, and retail media so the story stayed consistent everywhere she looked. The campaign is fresh off launch and already moving the needle, with a 92% lift in new site visitors, a #1 ranking in the quick-serve sides category, and video thru-play performance running 5x the industry benchmark.

New Website

We rebuilt Idahoan.com from the ground up, and the goal was simple: redefine what a modern CPG website could be. Built for real life, not a mood board. Fast enough to keep up with a busy mom who doesn’t have time to scroll, whether she needs inspiration, a recipe that actually works, or the fastest way to find Idahoan mashed potatoes on the shelf. Every piece of it, the photography, the UX, all of it, got the same level of thought. The result is a site that’s as tasty as the product it’s selling.

Idahoan Website Sizzle