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February 2008 - Strategy Magazine
Upfront

Pick from abroad: the U.K.
Potatoes on parade

by Carey Toane
page 8

Who knew potatoes loved Brits as much as Brits loved potatoes? McCain Food (GB) and Aardman Animations, that's who. McCain's U.K. unit has teamed up with the Bristol-based creators of Wallace and Gromit to put stop-motion animated versions of its "specially selected potatoes" on viral parade.

Visitors to potatoparade.co.uk can create a personalized parade to send to a friend - and nearly 100,000 such messages were sent in the first six weeks after the Nov. 14 launch. During that time the site, created by Glue London and seeded around the net by Rubber Republic, also of London, received 230,000 visits, including 4,000 from Canada. Visits remain steady at around 2,500 a day. Because, hey, nothing says "I like you" like a bunch of marching potatoes.

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