Vidalia Onion Committee Turns Up the Heat with New Sweet Vidalia Flavors of Summer Campaign
May 15, 2013
Georgia’s Famous Sweet Onion Teams with Other Iconic Foods to Give Consumers Ultimate Summer Dining Experience
Vidalia, GA (April 2013) – The Vidalia® Onion Committee (VOC) is bringing other tasty greats on board to assure strong sales this summer. The Sweet Vidalia® Flavors of Summer program will officially launch Wednesday, May 1, and will feature downloadable coupons, consumer recipe contest, tips from experts on outdoor cooking and entertaining and more.
The campaign partners Vidalia® onions with similarly 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.”
While the VOC has been successful with past programs based in popular entertainment, the committee decided to tackle an emerging trend with the Flavors of Summers program – 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. To appeal to more than just the home cook or grill master, the campaign also targets hosts and hostesses with its outdoor entertaining theme.
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
• False bottom half bins
• Secondary display boxes
Produce managers are encouraged to use the POS materials and be creative with in-store displays for a chance to be recognized among their peers and to win the latest Apple iPad mini. Four runners-up will receive a Deluxe Grilling Accessories Kit, which includes a Cuisinart 14-Piece Grill Set, Cuisinart Simply Grilling Nonstick Grilling Basket and a copy of The Barbecue! Bible by Steven Raichlen.
To enter the retail display contest, retailers can visit the website and fill out an entry form. Entries must include photos of the merchandising display and photos must be uploaded on to the website. Judges will determine the winner based on the following categories:
• Size and location of display
• Creative display techniques (innovation is key)
• Quality of display
• Use of POS materials and signage
• Additional secondary displays
• Proper stacking of display onions or bags
• Use of participating sponsors’ products
Mailed submissions will not be accepted. All entries must be received by 5 p.m. EDST on Thursday, August 15.
Rebecca Lang, who is a cookbook author, cooking instructor and television personality as well as a contributing editor to myrecipes.com and Southern Living magazine, has been named the official spokeswoman of the campaign and is hosting several events to help kick off the program, including in-store appearances. Lang also will participate in social media activities with food and entertaining bloggers Jamielyn Nye, Courtney Whitmore, Stephanie Dulgarian and Angie Ramirez, who were chosen as the Flavors of Summer brand ambassadors.
About Vidalia® Onions
Vidalia® onions are the pioneer of sweet onions and Georgia’s official state vegetable. Grown only in the mild climate and unique soil surrounding Vidalia, Ga., they’re loved by chefs and home cooks throughout the world. Vidalia® onions are hand planted and hand harvested each year, with sweet, juicy bulbs available seasonally from late April to late August. Vidalia® onions, with their mild, sweet taste, are versatile and can be used in a variety of amazing recipes. These Georgia sweeties are also a low-fat, low-cholesterol and sodium-free way to get a healthy dose of Vitamin C! For more information, visit VidaliaOnion.org.
About the Vidalia® Onion Committee
Because Vidalia® onions are sweetly unique, farmers united to seek legal protection for their crop and its name. Federal Marketing Order No. 955 was established in 1989, to stipulate where the crop can be grown and help with research and promotion of Vidalia® onions. The Vidalia® Onion Committee administers FMO No. 955 and authorizes production research, marketing research and development and marketing promotion programs. This federal program along with Georgia state laws that protect the Vidalia® trademark have provided a legal framework for the industry. So, you can try to grow a sweet onion elsewhere, but you cannot call it a “Vidalia®,” unless it is from Georgia! For more information, visit VidaliaOnion.org.
The VOC provides links to outside entities on VidaliaOnion.org and Flavors-of-Summer.com. If you click on the links to these pages, you will be leaving the VOC websites. The VOC, its employers, officers and members have no control over these outside sites and are, therefore, not responsible or legally liable for their content. The provision of these links does not imply approval of the listed destinations, warrant the accuracy of any information at those destinations, constitute endorsement of the entities to whose sites the links are included or endorse any of the opinions expressed on any of these external websites.
These websites operate under the auspices and at the direction of their respective owners. If you have a question or comment about any of these sites, please contact them directly.
"The only thing better than the onions in Vidalia is the people. They’re great cooks, and friendly."- Chef Bobby Flay, "Postcard from Vidalia, Georgia" Bobby Flay Cooks American