Idahoan

Idahoan provides delicious mashed potatoes that are ready in minutes. Made with 100% real Idaho potatoes, get homemade taste every time.

INFLUENCERS

68

FULLY LICENSED ASSETS

139

TOTAL IMPRESSIONS/VIEWS

37M

FOLLOWER GROWTH

125%

STRATEGY

Leading potato brand Idahoan wanted to expand brand awareness, community building, generate UGC, and increase customer acquisition/retention via social media. Though they were established on social media and had worked with influencers in the past, they were looking for a partner to help take their organic social and influencer marketing efforts to the next level.

Idahoan buttery homestyle mashed potatoes

INFLUENCER CURATION

The Joybyte team has found that macro influencers drive the best engagement and audience sentiment for Idahoan. Among our target influencer personas: busy moms, food reviewers, recipe creators, and nomads, the product is seamlessly integrated into the content, making it feel like a natural part of the creator’s everyday routine rather than a forced promotion. It’s presented in an authentic, relatable way that aligns with the influencer’s style, ensuring it doesn’t disrupt the viewer’s experience.

While our influencer strategies have typically focused on connecting with moms and families by highlighting potatoes as a trusted, comforting staple, we have continued to push the envelope with unhinged content that has expanded on the versatility of potatoes and exploring playful, modern takes.

CAMPAIGN EXECUTION

To date, we’ve activated 60+ influencers, generating 100+ content pieces with 13M+ total views and impressions – and still climbing. One viral video from @munchinwithmaddie_ has over 1.9 million views, 107k engagements and a 30% engagement rate.

Then came the viral Keith Lee collab. When community champion and TikTok food critic Keith Lee posted a video about feeding those in need, Joybyte’s social media strategist Fiona Lodge led an immediate brand response that turned a single comment into a nationwide movement. Idahoan’s follower growth spiked 419% WoW, the comment earned 194K+ likes, and the activation landed coverage in Forbes, Good Housekeeping, and more.

👉 Read more about the campaign here.