TX1015 Sweet Onion Marketing Campaign Kicks Off Year 2
Mission, Texas – The Texas 1015 Sweet Onion (TX1015) marketing campaign celebrates the start of the second year of its landmark marketing program. This program focuses its efforts directly on US consumers to increase awareness of the TX1015 Sweet Onion as the top sweet onion of the year.
Through Year One’s efforts, millions of consumers across the United States connected with the TX1015 story and producers through the “Farmed by Texans, Famous by Families” campaign which included a variety of public relations and promotional programs.
Dante Galeazzi, Director of the South Texas Onion Committee (STOC) and CEO and President of TIPA, said, “Last year was successful beyond our expectations. This year, the campaign will focus even more on getting consumers engaged and excited about the TX1015 Sweet Onion, as well as working with industry partners to make it easier for consumers to find them at their retailer. prefer.
This year’s biggest promotion will be a 10-day celebration of the TX1015 Sweet Onion called ‘TX1015 Restaurant Week’. The campaign plans to partner with local restaurants in Texas’ Rio Grande Valley to create a TX1015 sweet onion themed drink or dish to inspire their diners. Beyond menu inspiration, diners will have the power to vote for their favorite dishes, helping all participating restaurants boost online promotions, with the top three restaurants receiving a prize.
Galeazzi continued, “This is such an exciting opportunity that engages consumers and promotes the rich culinary diversity of TX1015 sweet onions in South Texas cuisine while providing a way for people to experience the unique taste influences of each restaurant.
In addition to the restaurant promotion, the 2022 campaign will feature several consumer engagements, including a Texas-themed giveaway with Texas-inspired prize packages. In line with Restaurant Week inspiration, STOC will also partner with food bloggers and social media influencers to showcase versatility and flavor through unique recipes.
Based on consumer enthusiasm and feedback in 2021, this year’s campaign will include an effort to guide customers to retail grocers selling TX1015 sweet onions. Galeazzi concluded by saying, “Last year we had a lot of social media fans asking us where they can find TX1015s, which is the best endorsement you can get when consumers are ready to buy.”
Harvesting of TX1015 sweet onions is underway and excellent quality and availability are expected through June thanks to optimal growing conditions. Volume is currently increasing and promotable volumes are expected by March. Contact your TX1015 sales representative to schedule your TX1015 program. For more information and updates on the 2022 program, visit tx1015.com.
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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 who educate, advocate, promote and represent the more than $10 billion fresh produce industry that is either produced in Texas or considers Texas as its first point of arrival for interior 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 on 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.
