Vidalia Onion Committee kicks off ‘Sweet Life’ campaign
April 22 is the official start date for the famous Georgia onions this season, and Vidalias will be appearing on store shelves. The committee reports there are 9,356 acres of the onions will be harvested this season, a 10-year low for the crop, although growers say there will be enough to satisfy demand.
“We have had a strong harvest this year and consumers can look forward to a bountiful supply of Vidalia onions to spice up their favorite dishes from salads to desserts,” Troy Bland, Vidalia Onion Committee chairman, said in a news release.
According to the committee, Vidalias typically comprise 62% of sweet onion sales in the U.S. and 22% of overall onion sales.
The Sweet Life campaign will highlight the role of Vidalia onions when consumers use the to “elevate their cooking and entertaining style,” according to the release.
“After a successful two-year marketing effort to raise the profile of Vidalia onions among food connoisseurs, ‘The Sweet Life’ leverages our enhanced brand prominence to a wider audience,” Bland said in the release.
“Based on the findings of the research, the goal of the campaign is to position the brand as a signifier of good taste and living well for consumers who like to cook, entertain and, of course, use Vidalia onions.”
The campaign includes targeted advertising, influencer outreach, direct mail and participation in Georgia Department of Agriculture’s Georgia Grown marketing programs, including agricultural tours and chef tastings, according to the release.