US: Sweet Georgia peach season launches

Sweet Georgia Peaches will soon 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 catch phrase, "Georgia Peaches, All Kinds of Sweet."

"A recent Perishables Group survey suggests that over 80% of respondents preferred Georgia Peaches to peaches grown in other states," says Duke Lane, III, chairman of the Georgia Peach Council. "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 an effort to sweeten their day. In the Atlanta, Georgia area, consumers will encounter street tastings and the Peach Council will have a presence at the PeachtreeRoad Race, a 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 "All Kinds of Sweet" message.

Georgia native Gena Knox, author of Southern My Way: Simple Recipes, Fresh Flavors, will again share her delicious recipes during on-air cooking segments highlighting summer's quintessential fruit.

The council is utilizing the talents of its long-time 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, Georgia created the Peach Council's advertising campaign. The two agencies are working in tandem on social media efforts for Georgia Peaches.

For more information:
www.gapeaches.org