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For grocers and one lucky consumer, victory never tasted so sweet, thanks to a highly successful summertime promotion by Vidalia Onion Committee. The "Original Sweet Onion Trivia Contest" playfully educated more than 6,500 consumers about the pioneer of all sweet onions and, in the process, pushed retail sales. The contest's grand prize winner, Boise, Idaho resident Jo Anne Johnson, will be rewarded with an all-expense-paid trip for four to beautiful, historic Savannah, Ga.
"Frankly, the number of entries exceeded what we expected," said Vidalia Onion Committee executive director Wendy Brannen, who noted that the entry form enabled the organization to track valuable information "that proves our marketing is working with consumers. We have a record of who found out about the contest and from where," said Brannen, citing a contestant pool from all over the country. "We see that our in-store POS campaign, consumer magazine ads, and newspaper editorials are driving consumers to stores and to VidaliaOnion.org."
The Web-driven contest quizzed participants on fun facts and the rich history of those sweet Vidalia onions from Georgia. For each correct answer about the famous hand-planted and hand-harvested onions, participants were entered for a chance to win the trip prize.
"This contest was a great opportunity for consumers to discover the extraordinary Vidalia culture and learn about their favorite sweet onion," said Brannan, who added that "the more consumers learn about Vidalias, the more likely they are to repeat purchase at the retail level."
To support the Original Sweet Onion Trivia Contest, retailers could request POS materials that highlighted the prize and encouraged consumers to go online and participate. The materials were available as posters, price cards and trivia game card tear-off pads, which were attached to displays.