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The Vidalia Onion Committee (VOC) has joined forces with DreamWorks Animation, SKG Inc., to promote the original sweet onion in tandem with the release of “Shrek Forever After,” a new film premiering May 21 nationwide in 3D, Imax and other theaters.
Beginning April 15, produce managers can submit images of their creative Shrek/Vidalia onion in-store displays for the chance to win a three-day, two-night trip for four to Orlando, Fla., with tickets to theme parks included.
“The Shrek series appeals to kids and adults of all ages, and we know that popularity can segue into more Sweet Vidalia sales this season,” said Wendy Brannen, executive director of the Vidalia, Ga.-based VOC. “We’ve designed Shrek-themed packaging and POS, both of which will feature newly developed ‘SHREKtacular’ kid-friendly recipes and ogre-sized consumer contest prize packs.”
Among the POS retailers can access are six-foot-tall Shrek floor stands, two-foot-square Shrek display toppers, price cards and tear-off recipe pads. The materials, which are available through all Vidalia suppliers, help to publicize the VOC’s online consumer contest, which also rolls out on April 15. This competition offers a grand-prize “Ultimate TV Video Gaming Package” comprising a 50-inch HDTV, a Wii game system, and a Shrek Forever After video game from Activision.
The committee will additionally get the word out about Vidalia onions through a May in-store radio drive, milk-carton messaging in schools across the United States and a national print and radio campaign. Consumer visitors to VidaliaOnion.org can help Shrek look for onions strewn about his virtual enchanted forest and learn Vidalia trivia in the process.
Despite excessive rains and cold weather experienced this season in the 20-county Vidalia growing region, harvest predictions look positive. “The onions seem to be coming out of earlier cold weather problems more and more every day,” noted VOC chairman Michael Hively.