Apr 23, 2015

Vidalia Onion season marked by ‘V’ campaign

The Vidalia onion season official start date is set for April 27 and the Vadalia Onion Committee is continuing the “V is for Vidalia” marketing campaign after its successful debut last year.

According to a news release, the campaign focuses on promoting the versatility and benefits of Vidalia Onions to a younger consumer base.

The promotion features increased digital and social media activities with outreach to food bloggers, a coupon and weekly give-a-ways on Facebook along with advertising and public relations activities.

“We had a tremendous response to the ‘V is for Vidalia’ campaign last year which is why we have decided to make this a long-term promotional effort,” said Susan Waters, executive director of the VOC. “We were able to reach the targeted Millennial consumers and are beginning to establish their long-term loyalty for the Vidalia Onion brand.”

The campaign is set to launch with the Golden Onion Chef Competition on Sunday, April 26 during the Vidalia Onion Festival in Vidalia, Georgia. Chefs from throughout the state of Georgia will compete to showcase their creativity and culinary skills using Vidalia Onions in a variety of recipes. The Vidalia Onion Committee is now hosting this annual event with support from the Georgia Restaurant Association, Georgia Grown and The Vidalia Convention & Visitors Bureau.

“We are very excited to be managing the Fourth Annual Golden Onion Competition this year,” said Waters. “Mara Davis will host the event as emcee. Davis is a television and radio personality for Atlanta Eats in Atlanta, Georgia and executive producer of Tastemore Atlanta. Our goal is to expand this event to become more interactive and relevant for attendees.”

A newly expanded retailer section of the Vidalia Onion Committee’s web site provides retailers with a range of marketing and merchandising resources at www.VidaliaOnion.org. Retailers can order a monthly crop report, review highlights from the 2014 onion category research study, download campaign graphics and merchandising tips, as well as access storage and handling information.

Retailers can also request POS materials from their Vidalia onion supplier that will feature the colorful “V is for Vidalia” theme.

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. For more information, visit here.