See related content: Campaign sweet talks consumers, retailers
Courtesy Vidalia Onion committeeThese bins are just one of the free promotional tools available to retailers from the Vidalia Onion Committee as part of the Flavors of Summer campaign set to begin May 1. Harvest has begun in the fields around Vidalia, Ga., and a new promotion campaign set to begin May 1 will tie the region’s trademarked onions to several traditional summer brands.
Sweet Vidalia Flavors of Summer, the marketing program from the Vidalia Onion Committee, partners with Johnsonville Mild Italian Sausage Links, Gourmet Garden Herbs & Spices, Stemilt cherries and Mexican avocados, and offers deals from the National Mango Board and National Watermelon Promotion Board.
Wendy Brannen, executive director of the Vidalia committee, said in a news release that the tie-in campaign will resonate with consumers while providing Vidalia onion growers and shippers top value for their promotional dollars.
“Together, we can pool resources to generate more excitement at the consumer level and help our retail partners increase sales,” Brannen said in the release.
Flavors of Summer also includes downloadable coupons, a consumer recipe contest and tips from experts on outdoor cooking and entertaining.
A new website, www.flavors-of-summer.com, launches May 1 with campaign graphics retailers can download to use for in-store circular advertisements. The committee will also provide retailers with free point-of-sale materials including shelf cards, posters, box toppers and bins.