In 2010, Ideas Shop won a prestigious Gold Quill, an international award recognising best practice in communications and public relations.

The winning project was for work completed for Potatoes New Zealand, the organisation representing New Zealand’s 260 commercial potato growers. Ideas Shop ran a high-impact, creative media campaign to correct misconceptions held about potatoes, including that they were fattening and unhealthy. Our aim was to educate journalists about potatoes and inspire them to become passionate potato advocates.

The campaign included a creative media kit sent to over 200 journalists, extensive pitching to the news media, and using high profile international experts as spokespeople. We achieved extensive positive media coverage and journalists became passionate about potatoes. It also contributed to a 30 percent increase in potato consumption during 2008-09.

Run by the International Association of Business Communicators (IABC), the awards are judged by an international panel of communications practitioners who are regarded as experts in their field. 

Our consultant Amanda Woodbridge, who led the team, traveled to Toronto, Canada in June to pick up the award in person.