The Vidalia Onion Committee (VOC) teamed up with brands such as Johnsonville Mild Italian Sausage Links, Gourmet Garden Herbs & Spices, National Mango Board, Avocados from Mexico, National Watermelon Promotion Board and Stemilt Cherries for the Flavors of Summer campaign throughout the 2013 season. The program ended in August and the results are in.
“We are thrilled with the positive reception from Flavors of Summer,” says Susan Waters, executive director of the VOC. “The campaign was a wonderful way to promote Vidalia onions as a classic, summertime ingredient while boosting sales for both Vidalia and our retail partners.”
The campaign included downloadable coupons, a consumer recipe contest, tips from experts on outdoor cooking and entertaining and more. This year’s partnership provided multiple cross-promotional marketing opportunities through a fully integrated campaign and a variety of channels. Some highlights from the program’s achievements include:
- 86,000 unique visitors from May to August 2013
- 36,997 digital coupons printed
- 9,841 referrals from participating food bloggers
Social media events – three Twitter parties
- Trended in the top five on Twitter
- More than 7.7 million impressions
- 2,939 individuals contributed
- 10,132 tweets
“Virtual Picnic” food blogger event
- 13 food bloggers
- 54 blog posts with 43 recipe posts using the sponsor’s products
- 39,454 combined total of Facebook shares
- 3,056 entries in the give-a-ways
Flavors of Summer also hosted a national retailer contest where supermarket produce managers submitted photos of their creative and original Vidalia onion store display.
The first-place winner, Lenn Harnish of Harvey’s Supermarket in Valdosta, Ga., won an iPad mini; runner-up Matt Faulkner of Harvey’s Supermarket in Lakeland, Ga. won a deluxe grilling accessories kit including Cuisinart 14-Piece Grill Set, Cuisinart Simply Grilling Nonstick Grilling Basket and “The Barbecue! Bible” by Steven Raichlen
Consumers were able to get in on the competition with the Flavors of Summer recipe contest. The best in show winner, Crystal Pye of Ruston, L.A., won in the decorating and entertaining category for her baby shower event. She was awarded with $1000 and a $5000 Sears gift card. Derick Thurman of Charlotte, N.C. won the salads, sides and desserts category with his garlicky Vidalia and tomato cheese tart recipe. The marinades, sauces and salsas category winner was Pamela Paula of Springhill, FL with her fire-roasted salsa recipe. Kristine Snyder of Kihei, H.I. won the grilling category for her grilled sausage and sweet onion gyros. They each won $1000 as their prize.