Home Issue 2018-05-11 Shuman Produce ‘Fixin’ To’ Relaunch ‘How to Speak Southern’ Promotion

Shuman Produce ‘Fixin’ To’ Relaunch ‘How to Speak Southern’ Promotion


Shuman Produce of Reidsville, GA is saying “Hey, y’all” with the launch of the third annual installment of its How to Speak Southern consumer-focused digital promotion. The social media-driven campaign runs through July 7 and aims to learn consumers about — sorry, that should say aims to educate consumers — on the uniqueness of Vidalia onions, while also challenging them with “Southernisms” to see how “Southern” they really are.

Through a combination of social media, an online quiz platform, recipe videos and Vidalia onion facts, the campaign aims to engage consumers, while also creating brand awareness for Shuman Produce’s RealSweet onion brand.

“Consumers are interested in learning more about where and how their produce is grown, and conveying that information in an interactive way is key to our communication and consumer education,” says President & CEO John Shuman. “Vidalia onions are extremely unique in that they can only be grown in a 20-county region in Southeast Georgia and are only available a few months out of the year. This promotion is a great way for us to share our story and build excitement around RealSweet Vidalia onions.”

The highlight of this campaign is the “Can You Speak Southern?” quiz, which tests knowledge of phrases used throughout the Southeastern United States. After taking the quiz, consumers can enter to win weekly giveaways for RealSweet Vidalia onions and swag, along with the grand prize awarded at the end of the campaign – a Big Green Egg Grill. With Vidalia season positioned over prime summer grilling months, The Big Green Egg grand prize ties the campaign and grilling season together well.

”The goal of this campaign is to increase brand awareness in fun way that helps us to connect to our consumers and drive incremental sales associated with Vidalia sweet onions,” added Shuman.

The “Can You Speak Southern?” quiz is housed on a dedicated campaign website that contains engaging and informative content such as delicious summer recipes that include Vidalia onions, Shuman Produce family of farms grower profiles, informative Vidalia® onion facts and a sign-up for the RealSweet® consumer newsletter.

To test your own Southern knowledge and learn more about RealSweet® Vidalia® onions, visit www.howtospeaksouthern.realsweet.com.

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