Horseradish Information Council / Vickie Mabry

Vickie Mabry

With a degree in Journalism from UGA, I've built a career in public relations, marketing and communications for associations. My clients have represented a diverse mix of industries -- from food and beverage manufacturers and restaurants to product fundraising. My writing experiences have been equally diverse -- from newsletters and magazine articles to corporate brochures, annual reports and awards ceremony scripts with supporting PowerPoints. I've developed successful media campaigns to lay and trade press that resulted in unprecedented media impressions. My clients have landed on the pages of Life Magazine, Better Homes & Gardens, Gourmet, Bon Appetit, Southern Living and a host of well-respected newspapers and industry trade publications. I love good story telling, the occasional unorthodox approach and the notion that a good lead can draw in even the most hardened reader.

An epicurean classic from the Horseradish Information Council

These low cost, high impact postcards with recipes using horseradish were sent to 200 daily and weekly newspaper food editors in top and mid-size markets and garnered dozens of placements and several thousand impressions over a two year period. Selecting the recipes to go along with the literary classic became the best part of the creative process. But seeing results, well, priceless.

16th August 2016

Ingredient Application-Old Style

Looking to get noticed by stuffy food editors of venerable food service publications, Mr. Horseradish pulled out all the stops and arrived on their desks -- fresh and fragrant as the ground it grew up in. This project involved 200 horseradish roots from which were selected 50 prime specimens that were tagged and nestled neatly atop raffia inside sturdy boxes along with a "resume." They were shipped overnight to top trade publications. The job market happened to be extremely soft at the moment so it seemed like a timely approach that would capture the imaginations of editors tired of seeing the traditional press release. The editors LOVED it. I mean they LOVED it. So much so that almost every publication that received a package wrote about horseradish. Suffice it to say, he got the job.