A new campaign has been launched by AHDB placing the humble jacket potato at its heart – it's aimed at the Great British public, but farmers are consumers too!

The versatility and adaptability of baked potatoes is the focal point of the latest wave of marketing activity, with everyone encouraged to extend the teatime favourite to a hot lunchtime alternative.

‘The New Packed Lunch’ campaign will run for a six-week period after starting in early February, using a suite of new digital adverts to gain maximum reach. The series of videos will demonstrate the ease and speed of part microwaved and oven baked jacket potatoes, all finished with a variety of toppings.

The campaign will also go digital and is set to run across Facebook, Instagram, Twitter and Pinterest, with the video content aiming to encourage as many consumers as possible to enjoy the nutritional, flavoursome and versatile qualities of the jacket potato. AHDB’s first Tik Tok account has been set up to provide further support.

Consumers will be directed to a campaign page on the newly-refreshed Love Potatoes website. This will feature tips and tricks for preparing the perfect jacket spud plus exciting topping suggestions to suit any taste.

The focus on a hot filling lunch is timely due to most of the country now working from home, with consumers on the lookout for both good value and nutritious meals – and that measn farmers can also be consumers! A hot jacket potato lunch can keep everyone fuelled with minimum effort and maximum taste. Plus, it’s an ideal base for using up last night’s leftovers!

Rob Clayton, AHDB's strategy director for potatoes, said: “Recent times have proved to be challenging for many, with the urge for healthy, quality and versatile meals counterbalanced by the need to do things economically where possible.

“This is where the jacket spud comes in. They’re the Swiss army knife of meals and can be paired with almost anything and can suit almost everyone’s requirements. Creating your perfect jacket potato can be an exciting process, with a vast combination of accompaniments and different flavours to choose from.

“From meat-based toppings or classic cheese and beans to fresh salads or roasted veggies, there’s something for wholesome foodies, time-pressed families, convenience seekers and health conscious folk alike.

The catering industry is also rallying behind the campaign, with professional chefs and catering colleges planning their own activity in support of AHDB, which will be shared across their social platforms.

Throughout the campaign, AHDB will be working in partnership with BritMums and Tribe to reach a wide range of consumers through their influencer networks. Each will provide appealing recipes and cooking tips, whilst reminding people of the health and nutritional virtues of the jacket potato.

Social media users can discuss the campaign, inspire others to get involved and share potato-related recipes, tips and tricks through the hashtag #TheNewPACKEDLunch.

For more campaign-specific information, an array of downloadable assets and links to our social media channels, visit https://ahdb.org.uk/the-new-packed-lunch.


The Perfect Baked potatoes

Prick the potatoes several times with a fork and microwave on HIGH (900W) for 8-10 minutes, then finish in the oven for 20 minutes until they are cooked through and the skins are crispy.



1 x 500g pack beef mince 5% fat

4 medium/large potatoes

2 teaspoons rapeseed or vegetable oil

1 large onion, peeled and finely chopped

2 garlic cloves, peeled and finely chopped or crushed

1 teaspoon chilli powder

1 teaspoon ground cumin

½ teaspoon ground coriander

2 tablespoons tomato purée

1 x 400g can chopped tomatoes

1 x 400g can red kidney beans, drained and rinsed

4 tablespoons reduced fat soured cream

4 tablespoons reduced fat grated hard cheese, e.g. Cheddar

For the salad:

1 x 100g bag mixed salad leaves

½ cucumber, sliced

4 tablespoons reduced fat French dressing


Heat the oil in a large frying pan. Add the onion, garlic and spices and cook over a medium heat for 3-4 minutes until soft, stirring occasionally.

Add the mince and cook for 5-10 minutes until brown, stirring occasionally, breaking up the mixture with the back of a spoon.

Add the purée, chopped tomatoes and red kidney beans. Season, stir and cook gently for 25-30 minutes.

Whilst the chilli is cooking, preheat the oven to 220°C, 200°C fan, gas mark 7.

Meanwhile, prepare the salad; put the salad leaves and cucumber into a large bowl, add the dressing and toss gently.

Cut a cross on top of each jacket potato (prepared as above), squeeze the sides and spoon over the chilli and a dollop of soured cream and some cheese.

Serve immediately with the salad.




4 medium/large fluffy potatoes, eg Maris Piper or King Edward

2 tablespoons oil

1 small onion, peeled and finely chopped

1 large garlic clove, peeled and crushed

1-2 teaspoons curry powder or garam masala

2 x 200g cans chickpeas, drained and rinsed

1 tablespoon tomato purée

2 x 400g cans chopped tomatoes

1 x 200g bag baby spinach leaves

1-2 tablespoons freshly chopped parsley, to garnish


Preheat the oven to 220°C, 200°C Fan, Gas Mark 7.

Prepare the potatoes as above.

Meanwhile, heat the remaining oil in a large non-stick pan and gently cook the onion for 3-4 minutes.

Add the garlic and curry powder or garam masala and cook for a further 1-2 minutes.

Add the chickpeas, tomato purée, chopped tomatoes and 400ml water. Season and simmer for 20-25 minutes.

Remove the pan from the heat, stir through the spinach leaves then cover and set aside.

Cut a cross on top of each potato, squeeze the sides, spoon over the chickpeas, garnish with the chopped parsley and serve.