Texas Onion Industry Concludes 2022 Marketing Campaign
Mission, Texas- The 2021 – 2022 Texas 1015 Sweet Onion (TX1015) marketing campaign has ended for the season. This year’s marketing program focused on building consumer and retailer awareness through a variety of platforms, engagements and awareness campaign efforts.
Following the brand launch in 2020 and the consumer awareness campaign in 2021, the latest marketing campaign aimed to engage consumers through a restaurant week promotion that offered a direct link to favorite dishes and popular restaurants to create and increase brand awareness, improve messaging and foster brand recognition. The “Farmed by Texans, Famous by Families” program focused on telling the stories of the history, place, and people that make these onions special. Not to mention, these are the first US-grown sweet onions of the season.
Both traditional and digital marketing methods have been used to connect with consumer audiences. This year, the campaign generated over 18,000 direct social engagements, 16 new TX1015 recipes and cataloged over 25 million consumer impressions during the three-month campaign. Additional engagement efforts were made through a consumer-facing email newsletter with an astonishing 32% open rate and an online giveaway that garnered over 12,000 unique entries.
Dante Galeazzi, Director of the South Texas Onion Committee and CEO and President of TIPA, said, “We continue to see rapid growth and higher engagement than usual, which confirms what we thought: There’s been a lot of consumer interest in the story of the Texas Sweet Onion 1015. , confirming our approach to connecting with where and who grows their food. Galeazzi continued, “It has been amazing to see the energy and enthusiasm consumers have for Texas onions and I can’t wait to see what we can accomplish next season.
The planning phase of the 2022-2023 commercialization plan begins in September and planting of crop TX1015 will begin in October 2022. Stay tuned for more to come!
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About the Texas International Produce Association
The Texas International Produce Association (TIPA) was founded in 1942 and represents more than 330 member companies as they educate, advocate, promote and represent the more than $11 billion fresh produce industry that is either produced in Texas , or considers Texas as its first point of arrival for domestic distribution. For more information, please visit www.texipa.org.
About the South Texas Onion Committee
The South Texas Onion Committee (STOC) was founded in 1961 as a result of Federal Marketing Order No. 959 South Texas onions. Ordinance No. 959 authorizes quality regulations, research and promotion programs, and regulations on markings, packaging, and containers for onions grown in South Texas. STOC is made up of growers and shippers handling onions in the 35 South Texas counties that make up the governed area.
