The Vidalia Onion Committee will bring back a successful marketing program targeted at younger consumers.
The “V is for Vidalia” campaign, launched in April, will be back in 2015, according to a news release from the Vidalia, Ga.-based committee.
The campaign kicked off with a field tour for food bloggers, which resulted in 324 social media posts generating 5.5 million impressions.
From May through August, bloggers posted 31 articles on their sites reaching an audience of 1.5 million consumers. Each blogger received a $500 Visa gift card to give away in an online drawing.
The committee also implemented a digital coupon, weekly trivia contest and food blogger recipe contest on its Facebook page.
“We increased our Facebook fan base by 62% to over 57,300 fans,” Susan Waters, the committee’s executive director, said in the release. “In addition, we had a 30% increase in unique visitors to our web site during the campaign, and the majority of these were consumers aged 18 – 34.”