Vidalia marketing strikes musical chord - The Packer

Vidalia marketing strikes musical chord

05/12/2011 03:03:37 PM
Susie Cable

The grand-prize winner will be awarded a Nashville VIP Vacation Package, which is a three-day, two-night trip for two, including airfare, hotel, Grand Ole Opry tickets and savings on entertainment in Nashville. A first-prize winner will receive a gift card worth $1,000 and two second- prize winners will each receive four country music CDs.

A Universal Music executive or artist is to be on the panel of judges. The grand-prize winner will be chosen by the panel, but the first-prize winner will be chosen by voting by online viewers.

The committee is advertising the country music campaign through a video that runs every 20 minutes on CBS’s 26- by 20-foot Super Screen on 42nd Street in New York City’s Times Square. The video is expected to play about 5,000 times during its three-month run. The video ads in April reminded viewers that Vidalia season was fast approaching. The May and June ads promote the committee’s new country music campaign.

A retail display contest runs May 1 through Aug. 5. Produce managers can enter online by uploading photos of their displays. The grand prize is a trip for two to Nashville. It’s the same as the jingle-writing contest’s grand prize.

Displays will be judged based on size and location of display, creativity, quality, use of point-of-sale materials, use of secondary displays and proper stacking of onions. The contest is open to U.S. retail supermarket companies and subsidiaries.

Bland Farms LLC, Glennville, Ga., is eagerly embracing this season’s country music program.

While last year’s Shrek promotion appealed to younger children, Delbert Bland, president of Bland Farms, said this season’s promotion might appeal to a broader age range.

“Kids, mamas, daddies and the grandmas like country music,” Bland said.

In early May, Bland Farms was shipping Vidalias in the country-music themed bags, Bland said.

Sweet Onion Trading Co., Melbourne, Fla., also is offering the Vidalia Onion Committee’s country-music themed packaging, said Barry Rogers, president and chief executive officer. Duda Farm Fresh Foods Inc., Wellington, Fla., a subsidiary of A. Duda & Sons Inc., Oviedo, Fla., also will participate in the promotion, said Mark Bassetti, vice president of customer development.

“It’s a great opportunity that follows on the heels of the Shrek promotion,” Bassetti said. “The committee is doing a good job of switching things up.”

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