There had been a decline in consumption in the period up to 1992, with stiff competition from pasta and rice. First campaign for the Potato Marketing Board ran from 1992 -1995 and aimed to show the nutritional benefits of potatoes and the value of them as a healthy energy source. Using women's magazines to target younger housewives Millward Brown's results shoed good advertising awareness. Perceptions of potatoes improved in general as well as in comparison with rice and pasta. Clear that consumers had re-evaluated the potato and consumption clearly increased during the advertised period. No longer a product seen just as a commodity