For Desmazières, we have designed an advertising campaign to announce the arrival of a new variety of potato. (Henceforth, you’ll never doubt our love for this tuber!) This new variety created especially for Mediterranean markets is called Amaez. It is a good-looking longish and firm-fleshed potato, ideal for baking, steaming, boiling, frying or in salads. First of all, the Agency created a logo and the baseline ‘Latin Queen’ for market positioning. Then, we chose to develop a teaser campaign in the press for its launch in 2020, highlighting its qualities in a number of ways. Boy, this Southern belle doesn’t do things by half. With her strong personality, she can cope when the heat gets turned up and knows how to look good on the big stage. We unveiled her using a series of simple, accessible visuals but without naming her. These are some of the ads we ran in trade and specialist seed publications like bettravier français®, Pomme de terre d’aujourd’hui® and Potato Planet®. This is all familiar territory to us since we’ve been working with potatoes and the world of agriculture and producers for the past 20 years. Bring it on!