April 7-- Advertising for America’s Favorite Sweet Onion has hit the biggest of U.S. cities as Vidalia onions are now being advertised on a video board in the heart of New York’s Times Square.
Vidalia ads will run every 20 minutes for 3 months, or about 5,000 times, leading up to and during season on the CBS “Super Screen.” The giant video screen is 26 feet tall and 20 feet across and is strategically positioned at 42nd St. between 7th and 8th Ave.
“Mark this off my marketing bucket list,” said Wendy Brannen, Vidalia® Onion Committee Executive Director. “It is a dream to advertise in Times Square to New Yorkers and to the millions of vacationers who visit the Square each summer.” It is estimated that 1.6 million people pass through Times Square each day, with 276,000 of them actually working there.
The “teaser” ad will run in April. It features a child holding up and looking through sliced onion rings with the text: “Vidalia® Season Starts in Days! You Can Almost See the Sweetness.” The May/June ad will promote Vidalia’s “American Favorites: Sweet Vidalias and Country Music” campaign. It will encourage consumers to enter the Vidalia Onion Jingle Contest at VidaliaOnion.org starting May 1.
The Vidalia Onion Committee (VOC) was established in 1989 as Federal Marketing Order No. 955. The order authorizes production research, marketing research and development, and marketing promotion programs. The VOC administers the order locally and consists of eight producer members and their alternates and one public member and an alternate. More information about the Vidalia onion industry may be obtained at VidaliaOnion.org.