Country music promo strikes a bold note at retail

03/29/2012 12:55:00 PM
Doug Ohlemeier

The coupons allow consumers to purchase bagged or bulk onions. Coupons will allow a discount of 10 cents a pound up to 10 pounds or 50 cents off a 5-pound or larger bag, she said.

The campaign returns with country veteran Vince Gill and adds Josh Turner, Lee Ann Womack and Easton Corbin.

The campaign banks on a shared heritage with sweet onions. However, the Vidalia Onion Committee finds the approach broad-based and national, Brannen said.

“As we have been clear the past two to three years, we have really strived to touch younger and different audiences in our marketing,” she said.

“These artists seem to have a connection with those demographics ... we are trying to reach.”

Starting May 1, during the height of Vidalia shipments, the committee plans to spread the word to shoppers via national radio advertisements. The spots are scheduled to air during popular syndicated country music countdown shows and include a special tribute to soldiers during a May 26 Memorial Day weekend broadcast.

The commercials, running through the end of June, remind consumers that retailers sell Vidalias longer than just through May.

“For those areas that don’t always stock Vidalias past the top of the season, we would like to ask them to do so because we receive a lot of feedback from our consumers looking for our onions in July and August,” Brannen said.

“We are broadcasting the radio promotions later than we normally do in hopes that they will buy those onions from retailers that choose to stock them in May.”


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Donna Weeks    
Chattanooga, TN  |  May, 03, 2012 at 08:11 PM

Please enter me in the country music contest!!! Thank you.

Sharon Schreiber    
Greensboro, MD 21639-1142  |  May, 25, 2012 at 01:36 PM

Your onions and country music are both hits with me.

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