Marketing Southeast

Ga. Peach Season Launches with ‘Sweet’ New Campaign

Sweet Georgia Peaches soon will arrive in supermarkets, heralding the growing season that runs from mid-May to mid-August. This year, consumers in Georgia and Florida will be greeted with an updated public relations, advertising and social media campaign featuring the catchphrase, “Georgia Peaches, All Kinds of Sweet.”

“A recent Perishables Group survey suggests that over 80 percent of respondents preferred Georgia Peaches to peaches grown in other states,” says Duke Lane III, chairman of the Georgia Peach Council in Byron. “This campaign evokes a summertime feel with bright colors and witty phrases. We think it’s a fun way to encourage consumers to reach for delicious, juicy Georgia Peaches.”

Eye-catching billboards with the “All Kinds of Sweet” message will appear throughout Georgia, while consumers in the targeted Florida markets of Tampa and Orlando will see billboards that read, “Georgia Peaches—Our Way of Saying Thanks for the Oranges.”

To highlight the message in Florida, surprise “Sweet on the Street” deliveries of the flavorful fruit will target people with the most stressful jobs in Orlando and Tampa, including police officers, firefighters, taxi drivers and journalists. In the Atlanta area, consumers will encounter street tastings, and the Peach Council will have a presence at the Peachtree Road Race, the popular July 4th event.

The Georgia Peach Council will step up its social media strategy with a revamped Facebook page and the use of popular food bloggers to enhance the “Sweet” message.

Georgia native Gena Knox, author of “Southern My Way: Simple Recipes, Fresh Flavors,” again will share some of her peach recipes during on-air cooking segments.

The council is utilizing the talents of its longtime public relations firm, At the Table PR (formerly Sahlman Williams), to handle the PR campaign.

The firm has represented the Georgia Peach Council for 15 years, and also works with other Georgia agriculture clients including the Georgia Blueberry Commission, and the Georgia Pecan Commission.

Iris Advertising of Atlanta created the Peach Council’s advertising campaign. The two agencies are working in tandem on social media efforts for Georgia Peaches.

For more information go to www.gapeaches.org or visit www.Facebook.com/SweetGeorgiaPeaches.

 

About the author

Lorrie Griffith

An observer of the grocery industry since 1988. Away from her editor job, she's a wife and mother of two grown sons and thinks cooking is (usually) relaxing.

Featured Photos

Featured Video