MISSION, TX - Is that a round of applause I hear? It might just be the cheers of fellow onion aficionados, as the Texas 1015 Sweet Onion (TX1015) is closing the curtain on yet another successful marketing campaign, wrapping up for the 2021–2022 season. The latest marketing campaign zeroed in on a variety of platforms, engagements, and awareness campaign efforts to increase both consumer and retailer awareness.
“We continue to see rapid growth and higher-than-usual engagement, validating what we believed—there is a lot of consumer interest in the Texas 1015 sweet onion story, confirming our approach to connecting with where and who grows their food,” Dante Galeazzi, Manager of the South Texas Onion Committee and Chief Executive Officer and President of TIPA remarked. “It has been astounding to watch the energy and excitement consumers have for Texas onions, and I’m eager to see what we’ll be able to accomplish next season.”
According to a press release, this year’s campaign aimed to engage consumers through a Restaurant Week promotion that provided a direct connection to favorite dishes and popular restaurants to create and raise brand awareness, enhance messaging outreach, and foster brand recognition. The “Farmed by Texans, Famous by Families” program highlighted the history, place, and people that make Texas 1015 onions unique.
The campaign utilized both traditional and digital marketing methods to connect with a wide consumer audience, garnering over 18,000 direct social engagements. Throughout the campaign, TX1015 gained 16 new recipes and cataloged over 25 million consumer impressions during the three-month duration. A consumer e-newsletter and online giveaway also boosted consumer engagement, as the contest saw over 12,000 entries.
This multifaceted campaign follows annual success for the TX1015 sweet onion, after the brand’s launch in 2020 and a consumer awareness campaign in 2021. The planning phase for the 2022–2023 marketing plan will begin in September, with the planting of the TX1015 crop following shortly in October 2022.
Ready to see what next year brings for this coveted variety? The team at ANUK sure is.
