Texas onion industry rolls out first-ever marketing campaign
In an effort to tell the story of the Texas 1015 Sweet Onion (TX1015), the Texas International Produce Association has taken advantage of a USDA Specialty Crop Grant administered by the Texas Department of Agriculture. This effort will be largely focused on directly reaching American consumers through a variety of platforms, engagements, and awareness campaigns.
Texas 1015 Sweet Onions (TX1015s) used to be a household name throughout the southern and midwestern United States. Recently, TX1015 onions have suffered from a lack of consistent branding compared to their similar counterparts. This campaign includes new branding and messaging as well as a host of consumer outreach tools to spread the word. The imagery focuses on the iconic symbols and colors of Texas in order to create an immediate visual connection for consumers everywhere.
Spreading the Texas 1015 sweet onion message is about connecting with consumers and telling the stories of history, place and people that make these onions special. Those messages will be rooted in the underlying theme “Farmed by Texans, Famous by Families.” Using both traditional and digital platforms, the 2021 marketing program will make it easier for consumers to be a part of the story and will include:
- A new recipe-centric consumer website
- Trade marketing materials
- Influencer partnerships
- Social media marketing toolkit
“The story of the Texas Sweet Onion is over 100 years old, and we’re excited to start telling that history to communities beyond the industry,” said Dante Galeazzi, manager of the South Texas Onion Committee and CEO and president of TIPA. “Consumers want to know where their food comes from and this effort will connect consumers directly with the grower as we share more about Texas 1015s.”
The marketing campaign kicked off March 20 with a heavy focus on consumer engagement and has already garnered over 50,000 impressions, earned more than a thousand followers ready to take advantage of new content, unique recipes and online sweepstakes and giveaways.
“It’s exciting to engage with our consumers and have conversations about where they can buy TX1015 Sweet Onions, swap recipes, learn where their food comes from and hear their feedback and excitement about our onions,” said Galeazzi.
Harvesting of the 2021 sweet onion crop is well under way. Quality and sizing are great throughout the growing region, with promotable volumes ready now and going through June.