Mashed, baked or roasted, the humble potato has so much potential and exemplifies how the meaning of “British” has evolved. In a campaign for Waitrose, created by Quiet Storm, the spud-tacular campaign highlights how the staple of British cuisine – which actually originated in South America – is a fundamental ingredient in cuisines worldwide.

Print and digital executions show piles of potatoes waiting to be scrubbed and prepared, with each one representing a different potato dish.

The creative has also featured on the cover of Waitrose Weekend on the 18 August 18, with each potato recipe available for free on the Waitrose website and social channels.

“The people’s potato” was created by the Create Not Hate programme, which was founded by Trevor Robinson to help underrepresented young people unlock their creative potential.

This article was originally published by Campaign.