What is sweeter than a Georgia peach? Not much, according to the Georgia Peach Council, which recently unveiled a new advertising, public relations and social media campaign to kick off the new season, which begins in mid-May and runs through mid-August.
The campaign features the slogan, “Georgia Peaches — All Kinds of Sweet” and will feature a multitude of media, including billboards in Florida and Georgia targeting summer travelers.
According to Duke Lane III, chairman of the Georgia Peach Council, a recent survey by the Perishables Group showed that over 80 percent of respondents preferred Georgia peaches to peaches grown in other states. “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,” he said.
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 reinforce the message in Florida, surprise “Sweet on the Street” deliveries of the Georgia peaches will target people with some of the most stressful jobs in Orlando and Tampa, including police officers, firefighters, taxi drivers and journalists.
In Atlanta, random street tastings will entice consumers, and the Peach Council will have a presence at the Peachtree Road Race, a popular July 4th event.
Meanwhile, the Georgia Peach Council will step up its social media strategy with a revamped Facebook page and the use of popular food bloggers to play up the “All Kinds of Sweet” message.
Georgia native Gena Knox, author of Southern My Way: Simple Recipes, Fresh Flavors, will again share recipes during on-air cooking segments featuring Georgia peaches.
The marketing campaign is the brainchild of Tampa, FL-based At the Table Public Relations (formerly Sahlman Williams). The firm has represented the Georgia Peach Council for 15 years, and also works with other Georgia agriculture clients like 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.