Louisiana shops account promoting sweet potatoes

BATON ROUGE, LA: Louisiana's Department of Agriculture and Forestry is seeking a firm to help it increase consumption of state-grown sweet potatoes both locally and nationally.

BATON ROUGE, LA: Louisiana's Department of Agriculture and Forestry is seeking a firm to help it increase consumption of state-grown sweet potatoes both locally and nationally.

The department's sweet potato advertising and development commission is shopping a three-year contract worth $500,000 that includes both paid and earned media components. The winning firm will be required to develop a campaign with the key message that Louisiana sweet potatoes are nutritious and healthy, according to the RFP. The deadline for firms to respond to the RFP is June 7.

The selected agency will provide advice and counsel to the commission on an integrated effort to increase sales of both fresh and processed Louisiana sweet potatoes. It will also be required to develop materials, according to the RFP.

The scope of work also includes revamping the commission's website and helping to manage its social media presence.

It was unclear whether this is a new account or a contract up for re-bid. A representative of the commission did not return a request seeking comment. The organization has worked with advertising agency AllOver Media in the past.

Louisiana is the fourth-largest producer of US sweet potatoes, with 2.5 million pounds of the product harvested in the state in 2010, according to research released last year by Mississippi State University. North Carolina is No. 1 at 9.7 million pounds harvested.

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