Idaho-Eastern Oregon Onion Committee unveils new logo and campaign
Idaho-Eastern Oregon Onion Committee unveils new logo and campaign
Its two booths -- No. 10943 on the show floor of the United Produce Show and the other situated in the Idaho section of the U.S. Food Export Showcase in the International Pavilion -- will serve as simultaneous unveiling sites for the Idaho-Eastern Oregon Onion Committee's new logo and marketing campaign.
Sherise Jones, marketing director for the committee, said in mid-April that the eye-grabbing new logo and accompanying tagline, "Sweet with Heat," were designed for broad spectrum appeal.
"We want to appeal to everyone," Ms. Jones said. "The tagline communicates the unique cooking attributes of our onions, which release their sugars with cooking."
She added that the new ad campaign will talk not only about the larger size of Idaho-eastern Oregon's famed Spanish onions, but also about the globes' eating qualities, especially when cooked.
Onion King Scott Stanger and committee Manager Candi Fitch will join Ms. Jones at the convention, and the staff will hold hourly drawings for promotional giveaways at both booths.
"It will be a lot of fun," Ms. Jones promised. "We're giving away T-shirts with our new logo, and we'll have promotional and export material available as well."
As the staff meets with retail representatives, they will discuss plans for a display contest to coincide with the upcoming Onion Lovers' Month, Ms. Jones said.
"And while we're talking to our retail partners, we will also be working to maintain the great connection we have with our strong foodservice partners as well," she said.
She added that the committee's 2006-07 advertising campaign will feature several ad designs, all different from each other but all conveying a common theme.
"It's the most unique campaign we've had," she said. "The theme gives readers something different with each ad, and we'll have a lot of fun surprises."
The committee hosts a frequently visited web site, www.bigonions.com, where information can be found on the growing region, the distinctive attributes of the Spanish onion and numerous recipes for both cooked and raw onions, and the committee and its activities. In addition, information specific to foodservice, retail, brokers and processors is posted along with a list of member shippers.
Sherise Jones, marketing director for the committee, said in mid-April that the eye-grabbing new logo and accompanying tagline, "Sweet with Heat," were designed for broad spectrum appeal.
"We want to appeal to everyone," Ms. Jones said. "The tagline communicates the unique cooking attributes of our onions, which release their sugars with cooking."
She added that the new ad campaign will talk not only about the larger size of Idaho-eastern Oregon's famed Spanish onions, but also about the globes' eating qualities, especially when cooked.
Onion King Scott Stanger and committee Manager Candi Fitch will join Ms. Jones at the convention, and the staff will hold hourly drawings for promotional giveaways at both booths.
"It will be a lot of fun," Ms. Jones promised. "We're giving away T-shirts with our new logo, and we'll have promotional and export material available as well."
As the staff meets with retail representatives, they will discuss plans for a display contest to coincide with the upcoming Onion Lovers' Month, Ms. Jones said.
"And while we're talking to our retail partners, we will also be working to maintain the great connection we have with our strong foodservice partners as well," she said.
She added that the committee's 2006-07 advertising campaign will feature several ad designs, all different from each other but all conveying a common theme.
"It's the most unique campaign we've had," she said. "The theme gives readers something different with each ad, and we'll have a lot of fun surprises."
The committee hosts a frequently visited web site, www.bigonions.com, where information can be found on the growing region, the distinctive attributes of the Spanish onion and numerous recipes for both cooked and raw onions, and the committee and its activities. In addition, information specific to foodservice, retail, brokers and processors is posted along with a list of member shippers.
