Albert Bartlett, which claims to be the UK’s largest potato grower, is launching the first major campaign in support of Jersey Royals since it became the main producer, with a £3m push starring celebrated chef Michel Roux.
Titled “Roll On Jersey Royal Season”, the campaign is also the first activity from the brand since appointing Dentsu Creative as lead creative agency.
It highlights the short but eagerly awaited season of the “Champagne of potatoes”, and shines a light on the generations of Jersey farmers and workers who continue to grow them by hand on the island’s dramatic côtils (steep slopes).
Designed to capture the essence of the island’s landscape, it features real Jersey farmers alongside Roux, telling the story of the Jersey Royal’s journey – from hand planting in coastal fields to becoming a seasonal centrepiece on British dinner tables.
While Jersey Royals hold strong nostalgic value for older generations, awareness among younger audiences has declined, with purchasing decisions often driven by price and convenience. This campaign sets out to shift that, with the aim of bringing fresh energy and a renewed sense of joy to a heritage product.
The campaign is rolling out nationwide across TV, BVOD, digital, social, print, OOH, and a major London Underground station takeover, with added reach via influencer partnerships and a newly launched Jersey Royal microsite.
Media for the campaign is being handled by Dentsu-owned Carat, which has worked on the Albert Bartlett account since 2018.
Albert Bartlett brand and marketing director John Hicks said: “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. Dentsu Creativde helped us find the joy in every step of that journey – roll on Jersey Royal season.”
Dentsu Creative creative director Neil Walker said: “We wanted to create something that felt like a seasonal event – the kind of moment people genuinely look forward to. There’s something magical about how these potatoes are grown, and we felt the campaign should echo that wonder and joy. Working with the farmers, hearing their stories, and seeing it all come together on screen has been a dream.”
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