Can the redheads of the world help make ginger sexy?
CAN the redheads of the world help make ginger sexy?
That's the question being asked by Buderim Ginger officials as they launch an innovative marketing strategy to give the root vegetable a higher profile.
Lacking the alluring curves of a peach, the sleek lines of a banana or even the overt sexiness of an orange has meant the humble ginger is often overlooked in favour of its more exotic cousins.
But it remains to be seen if a ranga with the sex appeal of Nicole Kidman, Kate Winslet or Prince Harry can do enough to save it.
"It's a matter of connecting people with ginger and the way we can do this is with 'gingers' - people with red hair," Buderim Ginger CEO Roger Masters told ABC Rural.
"Ginger is the forgotten product and it's been left in the pantry.
"We've got to get it out of the pantry and back on the table and get people to understand that ginger is sexy again."
The Ginger Revolution campaign was launched at a Sydney nightclub last night, coinciding with a search for Australia's hottest redheads.
"There's a lot of beautiful redheads here tonight," Mr Masters said from the function.
"It's just going to show that ginger can be a great thing - great fun."
It seems ginger's biggest problem is appealing to the younger generation.
Buderim Ginger's processing plant at Yandina welcomes busloads of elderly tourists every day but now the company is trying to make ginger cool with younger consumers.
"We'll get a ginger revolution going," Mr Masters said. "Redheads are just a way for people to remember ginger."
He dismissed concern that the marketing push could lead to discrimination against redheads.
"Most redheads I know aren't very sensitive at all. They're used to a bit of prejudice, so they're pretty thick skinned," he said.
- Nicole Kidman
- Susan Sarandon
- Prince Harry
- Kate Winslet
- Robert Redford