Carat, in partnership with sister-agency, dentsu Creative, has launched an ambitious multi-channel campaign to celebrate the Jersey Royal potato season for long-standing client Albert Bartlett. The campaign, which went live on May 5th, marks a significant milestone as the first fully integrated One dentsu campaign for the UK's largest premium potato producer.
Jersey Royal Season Celebrated with Innovative Multi-Channel Campaign
The "Roll On Jersey Royal Season" campaign showcases the unique growing process of Jersey Royals – known as the 'champagne of potatoes' – which are harvested by hand on the island's steep côtils (hillsides) during their brief May-June growing season.
Strategic Partnership Delivers Integrated Seasonal Food Campaign
Built on 14 years of collaboration between Carat and Albert Bartlett, this premium potato campaign represents the first major creative work since dentsu Creative was appointed as lead creative agency last year. Planning began in summer 2024, with both agencies working in tandem from concept development through to execution, resulting in creative ideas that are seamlessly brought to life through strategic media choices.
Multi-Phase Media Strategy Drives Awareness for Limited Seasonal Product
The campaign kicked off with a teaser phase throughout April featuring a 10-second cut-down of the TV commercial across digital and paid social channels, culminating in a targeted TV burst from May 1-4. The full campaign launched on Monday with a 60-second spot during prime-time Coronation Street, supported by an extensive media mix including BVOD, paid social, and digital out-of-home placements.
Innovative OOH Execution Brings 'Rolling' Theme to Life
In a creative extension of the 'rolling' theme, Carat has secured a striking London Underground takeover featuring escalator ribbons that mirror the journey of the potatoes down Jersey's steep hillsides – visually echoing the narrative of the TV commercial. This immersive out-of-home experience creates a memorable brand touchpoint for commuters.
Long-Standing Agency Partnership Delivers Premium Food Marketing Excellence
"This campaign exemplifies what can be achieved when creative and media planning are truly integrated from day one," said Shona Deas, Account Director at Carat. "Our 14-year relationship with Albert Bartlett gave us the deep understanding needed to create something special for Jersey Royals. By embracing the 'rolling' theme across all touchpoints – from the TV narrative to our London Underground escalator ribbons – we've created a cohesive campaign that celebrates both the product's journey and its seasonal significance while driving consumer awareness during this short but crucial growing season."
Strategic Media Placements Target Shoppers at Key Decision Points
The initiative also includes a publisher partnership with News UK and strategic placements of D6 digital panels around key supermarkets to drive point-of-sale awareness and purchase intent. The campaign will run throughout the Jersey Royal potato season, concluding in late June 2025.
Authentic Storytelling Features Real Jersey Farmers and Celebrity Chef
Shot on location in Jersey, the campaign features actual Jersey Royal potato farmers alongside Albert Bartlett ambassador and celebrated chef Michel Roux Jr., bringing authenticity to the storytelling. While Jersey Royals hold strong nostalgic appeal for older generations, the campaign aims to rejuvenate interest among younger consumers who increasingly make purchasing decisions based on price and convenience rather than seasonal quality.
Revitalising a British Heritage Food Product for a New Generation
John Hicks, Brand & Marketing Director at Albert Bartlett, commented: "Jersey Royals are a true gem of British produce, and we felt it was time to give them the celebration they deserve. This campaign is about honouring tradition while inviting new generations to fall in love with the taste, the story and the seasonality of this iconic British potato."
One Dentsu Approach Demonstrates Integrated Agency Model Success
The campaign represents a significant evolution in Albert Bartlett's marketing approach for Jersey Royals and showcases the strength of dentsu's integrated model in delivering connected thinking across creative and media disciplines. This collaborative approach ensures message consistency and maximum impact across all consumer touchpoints.
