Ultimate Mashed Potatoes

Brandon Reimagines Idahoan Ultimates as an Elevated, Restaurant-Inspired Experience

National, multi-channel campaign positions classic comfort as the easy upgrade to everyday mealtime

Brandon has launched a national integrated campaign for Idahoan Ultimate Mashed Potatoes, positioning the new Ultimates line as the easiest way to make everyday meals feel rich, elevated and restaurant-inspired—without the extra effort.

Built to reach busy "meal upgraders" who want more indulgent meals without added exertion, the campaign highlights premium ingredients, restaurant-inspired flavor and ready-in-minutes convenience. It's a reminder that ease and elevation aren't mutually exclusive.

The creative platform took an intentionally bolder, more provocative tone than is typical for the category. Using cinematic visuals, moody music and a playful reveal, the team set out to make mashed potatoes feel closer to a premium dining moment than a mild weeknight staple. A central challenge was balancing that more posh, restaurant-inspired positioning with the accessibility consumers expect from Idahoan.

"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."

The campaign includes a new hero shot produced in :30 and :15 versions, supported by a full suite of digital creative spanning social, influencer, display, rich media, CTV/OTT, pre-roll and paid search. It runs nationally across two windows—September 28 through December 27, 2026, and March 1 through April 30, 2027—across Meta, TikTok, Google, YouTube TV and programmatic CTV/OTT inventory including Roku, Samsung TV Plus, Sling TV, Disney and Scripps.