Although harvest is at least a couple of months away, the Idaho-E. Oregon Onion Committee is getting a jump on the 2011-2012 deal with Olympic Silver Medalist in aerial skiing, Jeret “Speedy” Peterson.
A native of Boise, Idaho, Peterson grew up in onion country and was a perfect fit to be the celebrity spokesman for the Spanish Sweet onion promotional campaign, according to Sherise Jones, marketing director for the onion committee.
The light-hearted campaign features photos of Peterson doing his signature hurricane ski jump maneuver alongside the onion committee’s mascot. The committee also produced a YouTube video (http://tinyurl.com/Speedy-onions) of the Olympic medalist “speed” chopping and cooking a huge pile of Spanish Sweets to go on a monster hamburger.
The video is also featured on a special website that the committee set up specifically for the 2011-2012 marketing campaign: www.USAonions.com. The new site offers visitors weekly online drawings for prizes.
New point-of-sale materials and other campaign materials and information will also be available on the new website. Retailers can file requests for materials through the new site, too.
As the spokesman for the Spanish Sweet campaign, Peterson talks about growing up in onion country and mixes in Spanish Sweet facts as he delivers the committee’s messages, which include the nutritional value of onions.
Jones said the committee hopes Peterson will engage children with his friendly style and reputation for extreme abilities as a ski aerialist. He is the youngest person in history to make the U.S. Ski Team and already has seven World Cup wins and three national titles in addition to his 2010 Olympic Silver Medal.