‘Every Layer Reveals Something Better’
Gills Onions recently enlisted FoodMix Marketing Communications, a leading food marketing agency, to launch what’s dubbed as an “Onionology” campaign.
FoodMix took the brand’s current look and feel and recreated it to align with their proud voice and their distinctly superior attributes by using handmade scientific illustrations and a family farm-esque tone. Designed to showcase the intricate details that go into raising the best onions, the Onionology campaign has highlighted everything from the soil to Gills’ emissions-free electricity.
FoodMix has been developing and executing integrated B2B, B2C, and increasingly B2B2C brand campaigns for some of the biggest and best names in food for more than 30 years.
“We are thrilled with the Onionology campaign that FoodMix painstakingly crafted for the brand,” commented Megan Jacobsen, Vice President of Sales & Marketing at Gills Onions, adding, “It not only represents everything that we bring to the table, but it also drives home our key messages in a succinct and powerful way that will resonate with chefs and our buyers.”
Part of the campaign tells the story that Gills devotes time, money, and energy into researching and growing a product that has a distinctive advantage. Their onions have a higher keep time, less odor, and can be cut with fewer tears. They even employ a sustainable symbiotic waste-powered energy solution, leading the company to say, “When you peel back the layers, Gills simply grows a superior onion.”
The Onionology campaign notes that the “richer the soil, the better the onion,” explaining that Gills soil happens to be “filthy rich, with just the right combination of elements to grow a strong, healthy product.” The soil at Gills Onions is rich in macro- and micronutrients, helping to grow onions with a strong root system. Strong roots help onions withstand pests and weather.
Moreover, the campaign emphasizes, Gills is committed to a superior onion. “Raised from seed to harvest by their experts, their onions are processed in their own facility and are fully traceable. They also come to you whole peeled and pre-cut to save your kitchen time and labor. Any way you slice it, Gills comes out ahead. Plus, Gills proprietary growing program gives their onions an 18-day shelf life and they convert 100% of their onion waste into emissions-free electricity!”