Ore-Ida faced competition from more nutritional and fresh potato options in the frozen foods aisle like Idahoan and Alexia. Proving why Ore-Ida was the best choice by modernizing the brand and carving out an ownable place in culture, was key to giving Ore-Ida a powerful, more prominent role among consumers. 

Potato Pay builds on two key truths about the consumer: kids ask for Ore-Ida because of its cravable taste, and parents can use Ore-Ida as a bribery tool to avoid kid's bad mood and regain control during mealtime.