The Big Idaho® Potato Truck was launched in 2012 as a one-year nationwide tour to celebrate the 75th anniversary of the Idaho® Potato Commission (IPC). What started as a quirky promotional vehicle quickly became so beloved that it didn’t retire, but became a long-running cultural phenomenon seen by millions across the U.S. and beyond.
01. it all began with a big idea
The idea for the Potato Truck was born from a creative collaboration between the Idaho® Potato Commission and Foerstel+Piper+Martin. Inspired by a vintage postcard featuring a giant potato on wheels, FPM saw an opportunity to transform the whimsical image into a real-life, touring icon.
From initial sketches to the final sculpture, the project took more than a year to design and build. FPM led the creative direction and oversaw the logistics, while Schofield Design fabricated the massive potato itself — turning a bold idea into an unforgettable reality.
02. more than just a tour
What was originally planned as a 12-month celebration quickly turned into 13+ yearly cross-country journeys, traveling through thousands of cities across all 50 states. Along the way, the Big Idaho® Potato Truck generated hundreds of millions of media impressions and earned awards for its creativity and national reach.
More than simply building awareness, the truck helped people connect with the Idaho® brand in memorable ways — inspiring national ad campaigns, television commercials, and countless social shares that extended its impact even further.
03. a cultural icon
Today, the Big Idaho® Potato Truck is more than a marketing campaign, it’s a beloved symbol of Idaho pride and creative brand storytelling. People line up for photos, events sell out, and the Truck’s influence continues to shape how Americans think about Idaho® potatoes and clever experiential marketing.
Did You Know?
The Big Idaho® Potato would make roughly 20,000+ servings of mashed potatoes and enough fries for over 1 million people!
got a big idea?
If you’re dreaming up a campaign that turns heads and drives real results, let’s make it happen. FPM specializes in bold ideas that don’t just launch — they last.
until next time,
