A £3 million national advertising campaign is promoting Jersey Royal potatoes.
It features scenes of Gorey and the surrounding fields, local farmers and the renowned chef Michel Roux cooking up the potatoes in his kitchen.
It is the first campaign by producer Albert Bartlett since it bought The Jersey Royal Company last year.
‘Roll On Jersey Royal Season’ - set to the tune of the Bellamy Brothers' 'Let Your Love Flow' - hopes to build excitement about the delicious Jersey export being available on shop shelves across the UK.
It aims to show the crop's journey from field to fork, opening with Jersey farmer Nick Mourant surveying his fields.
Next up is Joe from the Jersey Royal Company using a traditional hand plough to harvest the potatoes, which then roll their way along the streets of the UK.
Chef Michel Roux is seen cooking Jersey Royals
John Hicks, Brand & Marketing Director at Albert Bartlett, commented: “Creating a true seasonal moment was the key creative objective behind the campaign, building anticipation amongst consumers and theatre for our retail partners as this unique and delicious seasonal gem hits UK supermarket shelves in volume from the end of April through to July.
"It’s a feel good ad that pays homage to the rich history of Jersey Royal and the traditional farming methods still deployed on the island today.”
Ads have featured on TV - including during the break in ITV's Coronation Street on 5 May. They are also on on-demand services, digital displays, social media and at some London Underground stations.
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