If I asked you which state grew the most potatoes, I’ll bet most could correctly name Idaho. But what’s your guess for what state is number two or three?

Until this weekend, I would have had no idea, but through a very clever partnership, I learned that Wisconsin is the third-largest grower of spuds in the U.S. (Washington State is number two.) The Wisconsin Potato and Vegetable Growers Association helped create this awareness by sponsoring a touring music and dance troupe, the Kids from Wisconsin. The Kids travel the state and perform almost daily for two months, reaching 120,000 people. They end the first portion of the show by having the audience sing along to a little jingle about Wisconsin potatoes, they capture it on an iPad, and I’m sure that someone will post it on social media, reaching an even larger audience.

It seems like an unlikely pairing — kids between ages 15-20 and locally-grown potatoes — but it is actually a smart vehicle to increase recognition among the hundreds of adults who watch the Kids perform. The first step toward changing consumer behavior is raising awareness and the Growers certainly achieved that goal with an ad in the program, t-shirts, and most importantly, active participation by both the singers and the audience. Follow their cue and forge a partnership with a source that can engage your potential users in a tactical and unexpected way.

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