Byron, Ga. – The Georgia Peach Council has announced a strategic consumer outreach program focused on integration into the Florida market. The “Always Ask for Sweet Georgia Peaches” campaign will focus on strategic events and consumer outreach.
“After a 2006 study revealed consumers overwhelmingly preferred Georgia peaches, reaching out to our neighbors in Florida was an obvious next step,” said Duke Lane III, president of the Georgia Peach Council. “We are excited to share our peaches with the state of Florida.”
With research conducted through Sahlman Williams Public Relations and Marketing in 2006 indicating that almost 80% of consumers prefer Georgia peaches and a successful introduction to Florida last year, the Georgia Peach Council has planned an aggressive Florida outreach campaign for summer 2011. The Council will sponsor key events in Tampa and Orlando centered on and around the Fourth of July holiday – peak peach season. A targeted billboard campaign with “Always Ask for Sweet Georgia Peaches” verbiage will also run in these markets.
The Council’s new spokesperson, cookbook author Gena Knox, will make appearances and appear in cooking demos throughout the campaign. Knox, nationally known for her cookbooks, Southern My Way and Gourmet Made Simple, grew up in Georgia peach country and has continued to sing the industry’s praises. Big Fuzzy, the Council’s 7-foot 2-inch giant peach mascot, will also be on hand at consumer events in Florida to entertain Georgia peach lovers. An intense media outreach program will be implemented to promote these events and the Georgia peach messaging.
The Council has selected Sahlman Williams Public Relations and Marketing to handle the public relations program surrounding the campaign. This marks the third Georgia-based agricultural commodity currently represented by Sahlman WIlliams. The 27-year-old agency also represents the Georgia Blueberry Commission and the Georgia Pecan Commission, which has been a client for nearly 15 years.
“Our firm is extremely honored and excited to promote Georgia peaches in Florida,” said Gary Caloroso, president of Sahlman Williams. “We have a deep appreciation for Georgia agriculture and look forward to increasing the consumption of Georgia peaches.”
Source: Georgia Peach Council
