Everyone knows “V” is for victory, right? Not so fast…

Following up on last year’s successful run, the Vidalia Onion Committee is again making its “V is for Vidalia” campaign the centerpiece of this year’s marketing efforts, with ever-increasing focus on social media and audience interaction.

Vidalia growers, packers, shippers and supporters have been flashing the familiar V sign around the world for the last 12 months as part of the campaign and will continue to do so for at least another 12. The VOC has point-of-sale materials, posters, cards and bins available for support at retail as well.

“We’re expanding on some of the things we did last year with packaging, branding and messaging, point-of-sale materials, posters, bins and other materials,” said VOC Executive Director Susan Waters. “The reason we did ‘V is for Vidalia’ again is because it doesn’t age, it gains traction and we’re building on it focusing on different aspects of marketing. We’ll be social media heavy — Facebook giveaways were really good last year and kept our audience looking at the website. We’ll do another digital coupon. And again we have nationally known food bloggers coming in April for a media tour centered around the Vidalia Onion Festival and our Golden Onion Cookoff.”

Last year’s digital coupon campaign was a hit “and we’ve already had people on Facebook asking if we’re going to have them again. We are,” Water said.

The 2014 coupon offered 50 cents off five pounds of bagged or bulk Vidalias and, while the final decision has not been made, Waters believes “that’s what it will be again.”

The VOC’s Facebook following continues to grow and this season “we’ve been following the crop on Facebook posting pictures and videos,” Waters said.

“We’ve gotten some of our biggest reactions from that. That’s one of things Vidalia fans really enjoy, seeing where their favorite onion is grown and actually seeing the people who are growing it,” he added.

This is the fourth year of the Golden Onion competition, scheduled for April 26, but the first under the auspices of the VOC.

“This is the first time the committee has actually taken it on,” Waters explained. “We are changing a few things. It’s been a real good event but it needs to be more interactive with the audience and that’s what we’re trying to make it.”

A dozen professional chefs will be tasked with creating their best Vidalia dishes, as per usual. But this year the VOC has also invited interested culinary students to participate in a “mystery box challenge” to create small plate tastings and even signature drinks from the items inside. The only thing that’s sure to be in each box? Vidalia onions.

Local caterers and restaurants will also join in, dishing up at least two plates — one made with Vidalias of course — “which will help show their versatility,” Water said. “We know everybody cooks with onions but maybe not everybody knows the versatility of the Vidalia onion and its origins.”