Idahoan gives mash a premium twist

The campaign features a hero spot produced in 30- and 15-second versions, supported by digital creative across social, influencer, display, rich media, CTV/OTT, pre-roll and paid search.

Brandon has launched a national integrated campaign for Idahoan Ultimate Mashed Potatoes, positioning the Ultimates line as an easy way for consumers to add a richer, restaurant-inspired feel to everyday meals.

The campaign targets busy meal upgraders looking for more indulgent meals without additional effort. It highlights premium ingredients, restaurant-inspired flavors and preparation in minutes, framing convenience and elevated dining as compatible.

Brandon gives mashed potatoes a premium treatment

The creative platform takes a bolder tone than is typical for the mashed potato category, using cinematic visuals, moody music and a playful reveal to position the product closer to a premium dining experience than a conventional weeknight side dish.

The campaign also addresses the challenge of combining the restaurant-inspired positioning of Ultimates with the accessibility associated with Idahoan.

Austin Scott, Chief Creative Officer at Brandon: “You don’t usually get to shoot mashed potatoes like they’re the hero of a film. When you’re talking about something that offers real indulgence, it earns that kind of spotlight,” said Austin Scott, Chief Creative Officer at Brandon. “Idahoan has been a trusted name at the dinner table for decades, and Ultimates gave us a chance to show that legacy in a whole new light.”

Idahoan campaign rolls out across digital and CTV

The campaign runs nationally across two windows: September 28 through December 27, 2026, and March 1 through April 30, 2027. Media placements include Meta, TikTok, Google, YouTube TV and programmatic CTV/OTT inventory across Roku, Samsung TV Plus, Sling TV, Disney and Scripps.

www.idahoan.com

www.brandon.agency

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