Idahoan

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

INFLUENCERS

85

FULLY LICENSED ASSETS

312

TOTAL IMPRESSIONS/VIEWS

45M

FOLLOWER GROWTH

192%

THE CHALLENGE

Leading potato brand Idahoan needed to modernize its social presence and move beyond one-off influencer campaigns toward a system that could drive consistent, compounding growth. While the brand had strong recognition as a trusted household staple, its content approach wasn’t fully capturing new audiences or evolving with platform behavior.

The challenge was to balance familiarity with cultural relevance—maintaining credibility with core consumers while expanding into more engaging, contemporary formats. At the same time, Idahoan needed a way to not only sustain always-on performance, but also respond quickly to real-time moments that could accelerate visibility and brand momentum.

Idahoan buttery homestyle mashed potatoes

THE STRATEGY

Building a Creator-Led System

Joybyte transformed Idahoan’s approach by developing a creator-led engine rooted in continuous testing and learning. By activating a diverse mix of creators—ranging from busy moms to food reviewers and lifestyle creators—the brand was able to show up authentically across a wide range of everyday use cases and audience segments.

Letting Signals Shape the Creative

Creator content revealed that performance was driven less by polished recipes and more by versatility, humor, and relatability. This insight shifted the strategy toward more native, playful formats—leaning into “easy hacks,” unexpected uses, and culturally relevant storytelling. These signals informed what content to double down on, ensuring that growth was driven by what audiences actually engaged with.

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.

EXECUTION & IMPACT

Scaling Content That Performs

Since 2024, the always-on engine has activated 85+ creators and produced 312+ pieces of content, generating over 45M impressions and driving +192% follower growth. Content spans recipes, reviews, and humor-driven formats, all seamlessly integrating Idahoan into real-life routines while continuously feeding a loop of optimization and scale. One viral video from @munchinwithmaddie_ has over 1.9 million views, 107k engagements and a 30% engagement rate.

Turning Moments Into Momentum

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.

The result is a dual-engine approach: sustained, always-on growth paired with the ability to capture breakout moments that amplify brand relevance.

👉 Read more about the campaign here.