Georgia Peach growers are gearing up for a plentiful crop, which is expected to peak in volume and quality next month. To highlight the outstanding flavor of the quintessential summertime fruit, the Georgia Peach Council has launched a new, seasonal marketing campaign aimed at both retailers and consumers.
“There’s nothing like the taste of a Georgia Peach,” says Will McGehee of the Georgia Peach Council. “Our new campaign highlights what has always been the best time of year to enjoy peaches from Georgia.”
For consumers, the council will step up its social media presence by sponsoring three summertime contests. A “Pin it to Win it” Pinterest contest will invite peach lovers to create boards to pin and share Georgia Peach recipes. An Instagram consumer photo contest also is in the works. Both contests will use the hashtag #LoveGeorgiaPeaches, and winners will receive $500. Additionally, the Georgia Peach Council will sponsor a “Share Your Summer” giveaway, which lets shoppers of participating grocery stores pin photos to an in-store board or on grocers’ social media channels.
To extend its brand awareness and educational efforts, the Georgia Peach Council also will schedule a number of television cooking demonstrations in target markets throughout the Southeast, Northeast and Midwest.
On the retail side, supermarkets in targeted markets may utilize turnkey point-of-sale merchandising display bins, posters with tips on how to pick the perfect peach and a retail dietitian toolkit complete with recipes, nutritional information, blog posts and thought starters. To encourage dietitians to communicate the healthy benefits of Georgia Peaches, the dietitian with the most social media reach will receive an expenses-paid getaway to tour the heart of Georgia’s peach country.
