Buy West Eat Best Campaign

WA Potatoes makes a good choice with Buy West Eat Best Campaign

77% of WA shoppers feel the campaign highlights the need to support the WAeconomy.

3 BUY West Eat Best unprompted community recall of the campaign continues to significantly increase. W A Potatoes have long been members of the Western Australian Government’s Buy West Eat Best program and have worked closely on a range of activities, including a potato-themed dinner at Must Winebar in 2019, the annual Warren District Agriculture Show, the WA Potatoes Magazine and more.

According to Buy West Eat Best Program Manager Melissa Worthington, the partnership has many positives. “We are grateful for the opportunity to engage and collaborate with industry groups like WA Potatoes — by working together we amplify the buy-local message and create more benefits for the local economy,” she said.

As of 2019, WA Potatoes also joined the ‘Good choice, WA’ Campaign. Through this initiative local potatoes have been featured in Buy West Eat Best branded activations including: · TV Commercials · Social Media Campaigns · Bus sides and billboards · IGA Xsights The campaign is ongoing, but so far has yielded excellent results with consumer surveys of a representative Perth audience by Painted Dog revealing the following: Campaign performance · Buy West Eat Best unprompted community recall of the campaign continues to significantly increase:

Now two in three have seen or heard ads relating to buying WA produce (in

October 2017 recall was just over two in five). · More than seven in 10 WA Shoppers recall some element of the Good choice, WA campaign. Recall has increased by 18 percentage points since 2017. Going from 53 per cent (October 2017) to currently sitting at 71 per cent (April 2020). Campaign message performance · The key message of the campaign cut through clearly, with the main message to buy local produce received by 2 in 5 · The longevity of the campaign is having an impact, with significantly more people strongly agreeing with a number of overall diagnostics How did respondents personally feel about the ads · 81 per cent feel the campaign is easy to understand · 77 per cent feel the campaign highlights the need to support the WA economy · 74 per cent feel the campaign encourages them to purchase local produce · 72 per cent feel the campaign encourages them to purchase products with the Buy West Eat

Best logo · 68 per cent feel the campaign is personally relevant to them · 59 per cent feel the campaign makes them feel more informed Buy West Eat Best Awareness · Three quarters (74 per cent) of all WA shoppers now say they recall the Buy

West Eat Best brand · Brand awareness has increased by 8 per cent since October 2017 · This increase has been driven primarily by those aged 18 to 34 years, those from metro WA and those higher household income

Moving forward WA Potatoes plans to continue to engage with the highly effective platform with upcoming activities including:

• 1-31 October: Buy West Eat Best month • 1 October: Sponsored Feature:

The West Australian FOOD • 17 October: Retail Activation in partnership with Floreat Forum.

MORE INFORMATION www.buywesteatbest.org.au

74% of WA shoppers say they recall the Buy West Eat Best brand.

3 THE key message of the campaign cut through clearly, buy local produce!