New look, same program pricing for 19th OsoSweet season
New look, same program pricing for 19th OsoSweet season
OsoSweet is introducing new packaging for its 19th season of sweet onions from Chile, but it will keep the same program pricing that the brand has maintained for the past 15 years.
"The last time we updated our brand logo and graphics was in 1995," said Rodger Helwig, marketing director for OsoSweet. "After conducting a focus group to gain consumer feedback about OsoSweets, we decided that it was time to update our graphics to deliver a more identifiable brand message to the consumer."
With the goal of simplifying the existing logo, one of the major changes made was to have only the llama appear in all graphics, instead of the brand's previous logo with the llama and Chilean farmer. From the focus group and other consumer feedback, OsoSweet learned that people really tuned into and liked the llama in the promotional materials.
"Several people told us that when they shopped for OsoSweet onions, they looked for the llama to identify the brand," said Mr. Helwig, who is based in San Francisco. "So we decided to make the llama the focal point of our new communications strategy."
Working with New Path Marketing and graphic designer Debra McCloskey, OsoSweet came up with a new logo that was more readable and telegraphed its brand name more readily.
After finalizing the new logo, all packaging and merchandising materials were redesigned.
"Working with noted San Francisco artist and designer Steve Hodge, we created a new label that appears on our 40-pound wood crates," said Mr. Helwig. "Our challenge here, as with the logo, was to maintain the brand equity of our previous packaging, yet forward the look to resonate more with consumers. We switched from our previous computer-designed graphics to a completely hand-drawn illustration, which more realistically echoes the backdrop of the Andes Mountains region in Chile where the onions are grown."
This label, along with new high-graphic PLU stickers, two- and three-pound header bags, point-of-purchase cards, ad slicks and store banners, is making its debut with the 2007 crop, sold throughout America from January through March. Saven Corp. in Waterford, MI, imports OsoSweets.
"Program pricing will run the same as it has for the last 15 years: $28 per crate, f.o.b," said John Battle, exclusive sales agent for OsoSweet in Traverse City, MI. "Our price is based on what it costs to run our complete program, not on fluctuating conditions that change from season to season. With a shortage of sweet onions in the market this winter, we could easily get much more for this year's crop, but that would run counter to our program philosophy.
"We know what it takes to support our farmers under our strict growing protocol, so that they can produce top-quality sweet onions year after year. We also follow a similar protocol in shipping and handling to bring the best, most consistent product to the consumer. Therefore, our price doesn't vacillate like other produce items because our costs are fixed. In short, we're not a commodity but a product- and brand-driven program."
The solid contracts that OsoSweet has developed during the past two decades with its growers and key technical staff allows the brand to maintain its high standards. "If the onion isn't of premier quality in Chile, it doesn't get shipped," said Mr. Helwig. "We always exceed import standards."
"It was a very good growing season in Chile," added Mr. Battle. "Volume is down slightly from last year's 500,000 cases, with 90 percent of the crop falling in the jumbo-colossal range."
OsoSweet has always been a very promotion-minded brand, with both the trade and consumers. Advertising this season is wrapped around the theme line "Look for the Llama."
"For the retailer, it's 'Look for the Llama' to guarantee that you're getting the finest sweet onion ever grown - a sweet onion like no other, that delivers big turns and profits and keeps consumers coming back again and again," said Mr. Battle.
"To the consumer, the line is meant as a signifier to 'Look for the Llama' when they shop to get the best winter sweet onion in the marketplace," Mr. Helwig added.
This message will be at the core of new TV ads scheduled to run nationally and in spot markets. National ads will run the week before the Super Bowl on the Food Network, with flights on "Emeril Live" and "Rachael Ray's 30-Minute Meals."
The brand will also run a half-page, color ad in the West Coast edition of Parade magazine, the largest circulation Sunday magazine in the country.
Once again, OsoSweet has created a full-page Super Bowl feature that should appear in more than 800 newspapers nationwide. This year's theme is "Oh-So Festive Florribean Fare."
This follows on the heels of last year's feature, which was the top food feature of its kind in America. Another recipe feature, "Oh-So Sweet Onion Slaw," will run in 500-plus papers throughout the season.
Special product sample packages will go out to food editors at the 100 newspapers with the highest circulation.
"This is an excellent way for these influential writers to sample our product and suggest unique ways for readers to use OsoSweets," said Mr. Helwig.
Following up on broadcast media tours OsoSweet did the past two seasons, the brand will once again have spokespeople making appearances on local and national morning TV shows around America, cooking and talking about OsoSweets. Over the past two years, OsoSweet has reached over 300 million people in more than 100 major U.S. markets.
This will be the third year that OsoSweet has teamed with Ronald McDonald House Charities to benefit their programs. This season's promotion will feature a "Celebrity Chef Challenge" on national TV.
Tentatively, these cook-offs will air on Rachael Ray's talk show and on a new Fox network morning show in early February.
"We've come a long way in the last two decades, but with our new packaging and consumer advertising and promotional programs, we feel we are poised to move to the next level in the brand's growth," said Mr. Helwig.
"The last time we updated our brand logo and graphics was in 1995," said Rodger Helwig, marketing director for OsoSweet. "After conducting a focus group to gain consumer feedback about OsoSweets, we decided that it was time to update our graphics to deliver a more identifiable brand message to the consumer."
With the goal of simplifying the existing logo, one of the major changes made was to have only the llama appear in all graphics, instead of the brand's previous logo with the llama and Chilean farmer. From the focus group and other consumer feedback, OsoSweet learned that people really tuned into and liked the llama in the promotional materials.
"Several people told us that when they shopped for OsoSweet onions, they looked for the llama to identify the brand," said Mr. Helwig, who is based in San Francisco. "So we decided to make the llama the focal point of our new communications strategy."
Working with New Path Marketing and graphic designer Debra McCloskey, OsoSweet came up with a new logo that was more readable and telegraphed its brand name more readily.
After finalizing the new logo, all packaging and merchandising materials were redesigned.
"Working with noted San Francisco artist and designer Steve Hodge, we created a new label that appears on our 40-pound wood crates," said Mr. Helwig. "Our challenge here, as with the logo, was to maintain the brand equity of our previous packaging, yet forward the look to resonate more with consumers. We switched from our previous computer-designed graphics to a completely hand-drawn illustration, which more realistically echoes the backdrop of the Andes Mountains region in Chile where the onions are grown."
This label, along with new high-graphic PLU stickers, two- and three-pound header bags, point-of-purchase cards, ad slicks and store banners, is making its debut with the 2007 crop, sold throughout America from January through March. Saven Corp. in Waterford, MI, imports OsoSweets.
"Program pricing will run the same as it has for the last 15 years: $28 per crate, f.o.b," said John Battle, exclusive sales agent for OsoSweet in Traverse City, MI. "Our price is based on what it costs to run our complete program, not on fluctuating conditions that change from season to season. With a shortage of sweet onions in the market this winter, we could easily get much more for this year's crop, but that would run counter to our program philosophy.
"We know what it takes to support our farmers under our strict growing protocol, so that they can produce top-quality sweet onions year after year. We also follow a similar protocol in shipping and handling to bring the best, most consistent product to the consumer. Therefore, our price doesn't vacillate like other produce items because our costs are fixed. In short, we're not a commodity but a product- and brand-driven program."
The solid contracts that OsoSweet has developed during the past two decades with its growers and key technical staff allows the brand to maintain its high standards. "If the onion isn't of premier quality in Chile, it doesn't get shipped," said Mr. Helwig. "We always exceed import standards."
"It was a very good growing season in Chile," added Mr. Battle. "Volume is down slightly from last year's 500,000 cases, with 90 percent of the crop falling in the jumbo-colossal range."
OsoSweet has always been a very promotion-minded brand, with both the trade and consumers. Advertising this season is wrapped around the theme line "Look for the Llama."
"For the retailer, it's 'Look for the Llama' to guarantee that you're getting the finest sweet onion ever grown - a sweet onion like no other, that delivers big turns and profits and keeps consumers coming back again and again," said Mr. Battle.
"To the consumer, the line is meant as a signifier to 'Look for the Llama' when they shop to get the best winter sweet onion in the marketplace," Mr. Helwig added.
This message will be at the core of new TV ads scheduled to run nationally and in spot markets. National ads will run the week before the Super Bowl on the Food Network, with flights on "Emeril Live" and "Rachael Ray's 30-Minute Meals."
The brand will also run a half-page, color ad in the West Coast edition of Parade magazine, the largest circulation Sunday magazine in the country.
Once again, OsoSweet has created a full-page Super Bowl feature that should appear in more than 800 newspapers nationwide. This year's theme is "Oh-So Festive Florribean Fare."
This follows on the heels of last year's feature, which was the top food feature of its kind in America. Another recipe feature, "Oh-So Sweet Onion Slaw," will run in 500-plus papers throughout the season.
Special product sample packages will go out to food editors at the 100 newspapers with the highest circulation.
"This is an excellent way for these influential writers to sample our product and suggest unique ways for readers to use OsoSweets," said Mr. Helwig.
Following up on broadcast media tours OsoSweet did the past two seasons, the brand will once again have spokespeople making appearances on local and national morning TV shows around America, cooking and talking about OsoSweets. Over the past two years, OsoSweet has reached over 300 million people in more than 100 major U.S. markets.
This will be the third year that OsoSweet has teamed with Ronald McDonald House Charities to benefit their programs. This season's promotion will feature a "Celebrity Chef Challenge" on national TV.
Tentatively, these cook-offs will air on Rachael Ray's talk show and on a new Fox network morning show in early February.
"We've come a long way in the last two decades, but with our new packaging and consumer advertising and promotional programs, we feel we are poised to move to the next level in the brand's growth," said Mr. Helwig.
