Vidalia, GA
By ANUK Staff
4.12.13
The Vidalia Onion Committee has announced that it will launch Sweet Vidalia Flavors of Summer promotional campaign on May 1. The program will feature downloadable coupons, consumer recipe contest, tips from experts on outdoor cooking and entertaining and more.
The program is intended to capitalize on the emerging trend of outdoor kitchens. According to a study conducted by the Home Patio and Barbeque Association, 82 percent of all U.S. households own a grill or smoker.
The program teams up Vidalia onions with other iconic summer brands: Johnsonville® Mild Italian Sausage Links, Gourmet Garden Herbs & Spices, National Mango Board, Avocados from Mexico, National Watermelon Promotion Board and Stemilt Cherries to highlight the seasonality of Vidalia onions while also promoting the versatility of all participating products.
“It just makes sense to celebrate the summer season with other products and brands that resonate with consumers,” says Wendy Brannen, executive director of the VOC. Brannen explains, “Together, we can pool resources to generate more excitement at the consumer level and help our retail partners increase sales.”
This year’s partnership provides multiple cross-promotional marketing opportunities through a fully integrated campaign and a variety of channels, such as:
• On-pack brand/message integration
• National consumer contest
• Campaign website for consumers
• Social media messaging
• Food blogger outreach
• Retail display contest
• POS materials
To help stores get in on the fun in the sun, Flavors-of-Summer.com will launch on Wednesday, May 1 with campaign graphics retailers can download to use for in-store circular advertisements. Retailers can also request POS materials from their Vidalia onion supplier, which will feature a colorful, summertime theme. Items available include:
• 24” x 25” horizontal display and/or box topper
• 11” x 7” shelf card and price card
• Shelf tag for refrigerated sponsor’s products
Additional items provided to retailers include:
• Bin and half bin displays
