Onion Crunch's Challenge: Awareness and Education

West Palm Beach, Fla. — Onion Crunch LLC has been building brand awareness for its Onion Crunch product, leading up to a launch in mid-2013 of three new product flavors. Through a mix of sampling, social media and retail partnerships, the company offers suggestions for how to use the crunchy condiment, a dried onion mix that can be paired with such mainstays as hot dogs, vegetables and salads.With the launch of the three new flavors – BBQ, chipotle and bacon – in mid-2013, Onion Crunch now delivers a dedicated social media effort and 360-degree marketing plan. "We've done a lot in terms of out-of-store elements that are driving consumers into the stores to find Onion Crunch," says Nick Loeb, founder. Social media avenues include Facebook, Twitter, Pinterest and YouTube. The company also publishes a newsletter that goes out to more than 25,000 subscribers. "We have a total reach of about 50,000 people through social media," he says.PR efforts and local and national TV spots are all part of the company's outreach. Brand ambassador programs encourage sampling in restaurants in select areas.The company created the topping, which is all-natural, vegan, non-GMO and low in sodium, calories, trans fat and cholesterol, for consumers looking for fresh foods that are less processed, says Loeb. But it wasn't a true invention, he admits. As a kid living in Copenhagen, Denmark, he often put what they called "roasted onions" on his hot dogs from the hot dog stand."I started importing product," Loeb says. "From concept to market entry, it took us seven years, but once we got there, it took off." The product is imported from Holland in bulk and packaged domestically in New York. For the new flavors, the seasonings are produced domestically and applied after the onions are imported.The company will also launch a crunchy condiment that "plays well with grilling" later this year. All the products appeal to a wide market, Loeb says, from "guys who grill hot dogs, hamburgers and steaks to moms who want to get their kids to eat their veggies – and even to those kids who like crunchy stuff."According to Michele Abo, chief executive officer, Onion Crunch can be found in such retail chains as Stop & Shop, Kroger, Safeway, Ralphs, Vons, Pavilions, Costco, Giant, Price Chopper and Walmart. It will also launch in BurgerFi chains throughout New York this spring and is available on mail order site Alice.com.Continuing to educate consumers on all the uses and applications for Onion Crunch is paramount to the company's marketing efforts. "Our marketing budget as a percentage of sales is significantly higher than most CPG companies," says Abo. "We allocate a significant percentage of revenue toward marketing because it's very important to drive the brand and educate consumers about what they can use Onion Crunch for."In-store demonstrations are common practice, and Onion Crunch has also used couponing and cross-merchandising events with other companies.In-store, a 40-count shipper with high-impact graphics "very clearly visualizes to the consumers different uses of Onion Crunch," Abo says. In the convenience channel and some restaurant chains, clings on sneeze guards and counter table tents call attention to the condiment. Abo says in some cases, retail partners have even created their own P-O-P or endcaps to showcase the product. "Auntie Anne's created a counter card for us showing their new signature hot dog that uses Onion Crunch."The company measures the success of its efforts by repeat sales because, Loeb says, "It's about getting our share of stomach, because once you try it, you'll be a repeat user. The more people who buy it, the more will come back."As of early 2013, Onion Crunch has secured distribution in 21,000 retail locations in the United States and Canada, as well as select areas in the Caribbean.

Onion Crunch's Challenge: Awareness and Education

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