Domestic

Marketing Plans
2010-11

Florida Department of Citrus

September 2010

www.floridajuice.com
www.fdocgrower.com
www.gofloridagrapefruit.com
 Florida Department of Citrus
Domestic Marketing Plans
FY 2010-11

Table of Contents

Introduction ........................................................................................ 1

Orange Juice ....................................................................................... 3

Advertising, Public Relations, Retail Market Initiative, Away From Home,
Schools

Grapefruit & Grapefruit Juice................................................................ 17

Advertising, Public Relations, Drug-Interaction

Fresh Fruit .......................................................................................... 20

Gift Fruit, Fundraising

All Varieties ......................................................................................... 22

Public Affairs, In-State Marketing

Appendix:
Budget Summary
Program Timelines
 
 Florida Department of Citrus
Domestic Marketing Plans
FY 2010-11

Introduction

“You must set yourself apart from the competition and build on what
makes you unique."
Jim Bushart

The FDOC domestic marketing team continues to be challenged to maintain the market for
Florida citrus with a total marketing budget that has declined by 31 percent in the last 6
years. The 2010-11 proposed orange juice media budget is 46 percent less than in 2004-05.
This preliminary budget, however, is on par with the prior year and is once again designed
with flexibility so that dollars can be reallocated if disease research or other weather events
impact allocations.

In fiscal year 2009-10, the FDOC initiated an advertising agency review. As a result of the
review, the Florida Citrus Commission voted to appoint a new agency of record, BBDO
Atlanta. The change in agencies has significantly impacted the development of the 2010-11
marketing plan. Although Public Relations, Retail, Foodservice and In-State plans are
developed, advertising strategy, messaging and creative is still in the test phase, with two
strategies being tested. A new target consumer has also been identified.

Strategically, the team will focus on the following Key Strategic Initiatives for the coming
year and support each initiative through marketing programs:

• Increase product relevancy

• Increase consumption frequency
• Optimize resources
• Improve price/value perception
• Continue to reposition grapefruit

Two orange juice advertising strategies are being tested; ‘Health’ and ‘Energy.’ Both
strategies position orange juice as an essential part of the morning ritual and encourage
consumers to drink it every day for its natural benefits and the simple way it can help one
take on the day. Testing will be completed and a creative direction determined by mid-
October. There are plans to launch the new campaign on January 3, 2011 via national
television, Internet and other media.

The identification of a new target consumer is the result of extensive segmentation research.
The new target, It’s Just Juice + Families, offers an opportunity for category growth. These
consumers, slightly more male with an average age of 39, view orange juice as ‘just another
beverage option.’ The challenge will be to differentiate orange juice from other beverages
and to get this segment to drink orange juice every morning.
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Public Relations, Retail, Foodservice, In-State and Consumer promotions will support the
orange juice advertising strategy and target. They will also reach out to key influencers such
as the media, trade and health- professionals.

The team will continue to reposition grapefruit with a younger target, women 25-44, utilizing
public relations and advertising programs that focus on the health, taste and beauty benefits
of grapefruit. Social media will be the hallmark of this effort. Grapefruit-drug interaction will
also continue to be supported.

This plan is fully integrated and synergistic, ensuring that our messages are consistent and
relevant among each point of communication.

All marketing programs will be optimized based on analysis conducted by Media Brands
Worldwide. Monthly performance measurements for each discipline have also been
established.

The attached plan outlines programs for 2010-11.

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 ORANGE JUICE
_______________________________________________________________________

The primary role of the Florida Department of Citrus is to bolster demand for
orange juice by educating and inspiring people to take advantage of all the end
benefits it offers. This FY 2010-11 domestic marketing plan includes two potential
strategic directions for this year’s advertising efforts. Each will encourage
consumers to include orange juice in their daily lives. The first will build off of the
well-known health benefits of orange juice. The second potential direction
focuses on the benefit of sustained energy that orange juice gives people in the
morning.

This marketing plan is also designed to educate health professionals and the
media –people that influence consumers on health and wellness topics. It
includes additional programs to educate and promote Florida orange juice to key
retail and foodservice trade, as well as schools.

Objectives:
• To build an integrated and synergistic marketing plan via advertising, public relations,
public affairs and promotional outreach to increase consumption of Florida orange
juice
• To inspire orange juice drinkers to make orange juice a relevant part of every morning
• To create value for orange juice beyond price
• To improve effectiveness and efficiency through resource optimization

Target Audiences:
• The “It’s Just Juice” + Families who drink orange juice

Marketing Strategies:
• Build on momentum of the “Healthy, Pure & Simple” messaging in a new and
compelling way
• Evolve messages to ensure relevancy and continue to motivate consumers
• Continue to expand functionality and create awareness of www.floridajuice.com
• Maintain focus on the retail trade to keep orange juice sales top of mind and to deliver
in-store communications to consumers
• Continue to position FDOC as a trusted resource to foodservice operators, building on
the success of existing foodservice promotions to capitalize on the away-from-home
consumption of orange juice
• Support overall national marketing programs through targeted in-state marketing
efforts to capitalize on 80+ million tourists who visit Florida annually
• Continue to protect orange juice equity through ongoing public affairs and issues
management initiatives
• Create a relationship between the local school community and Florida citrus to build
awareness of the FDOC and Florida citrus with students and key influencers, i.e.
school administrators, school nutritionists and parents

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 Advertising – Orange Juice
_______________________________________________________________________

OVERVIEW:

The FY 2010-11 advertising plans are built upon the goal of continuous improvement – to
fine-tune the target consumer, to create an emotional connection with that consumer, and to
achieve our objectives. This is all guided by an ongoing quest for optimization, to ensure that
efforts will be both highly targeted and impactful.

Messaging
Over the past few years, the creative messaging has positioned Florida orange juice as a
functional beverage that benefits consumers’ overall well-being.

Through extensive research, it has been determined that in order to achieve the objectives of
increasing both product relevance and consumption frequency, messaging must evolve so
that orange juice is a more relevant part of consumers’ daily lives by giving them reasons,
other than just the functional attributes of orange juice, to drink it every day.

Target Audience: “It’s Just Juice” + Families

In 2009, a segmentation study was conducted with the third-party vendor, Ipsos-Reid. The
study was designed to understand the attitudes and motivations of orange juice users and
purchasers and the potential barriers to consumption and purchase. The research profiled
segments of consumers that exist within the orange juice category and identified areas of
opportunity for category growth and enhancement to the messaging.

According to the study, the “bull’s-eye” growth segment consists of the “It’s Just Juice”
drinkers. The target skews slightly more male with an average age of 39. They tend to be
medium to light orange juice drinkers, drinking significantly more on the weekends. They
drink orange juice because they like the sweet, refreshing taste and the unique way its tangy
flavor wakes up their senses. Beyond that, orange juice is currently “just another beverage
option” to them. Compared with other segments, they currently have relatively little health
motivations behind their consumption of orange juice. They’ve yet to realize the important
role that orange juice could play in improving each day. As a result, price continues to be the
biggest barrier for this group. For them, orange juice is usually a staple on the weekly
shopping list. The challenge will be to get this segment to drink orange juice more often.

This segment is most likely to look to the Internet for information, especially Internet ads,
articles and e-mails. They are also reading parenting, home improvement and health
magazines and watching family-oriented television networks and shows.

In addition to this segment, the target bull’s-eye also includes families, due to the volume
(i.e., the number of mouths) these households represents.

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RESEARCH:

Ethnography
Ethnographic research has helped to understand how orange juice fit into the morning rituals
of heavy orange juice drinkers. In-home interviews and shop-alongs were conducted in late
2009 among 25 people in 10 households across the country.

Findings: Despite the hurried world we live in today, respondents are striving to live longer,
fuller, healthier and more-balanced lives while focusing more on the basics: family, health,
savings, and favorite pastimes. For them, the most common, emotionally resonant and
compelling role for orange juice in the morning is to revitalize and rejuvenate the body and
spirit and restore one’s systems. In short, they drink orange juice in the morning as a way to
awaken the senses with “healthy energy you can feel good about.” This insight was directly
leveraged into the development of the strategic platform to follow.

CREATIVE:

The FY 2010-11 creative will position orange juice in one of two ways. All elements,
regardless of medium, will maintain a consistent look and feel and will emphasize a core end
benefit of orange juice for consumers.

• The first strategy builds off of the well-known health attributes of orange juice, but
conveys it to them in a way that focuses on the end benefit. The key message of
this direction is “Do something good for yourself every morning with a glass of orange
juice.” Campaigns will bring to life the fact that drinking orange juice is one of the
simplest ways a person can take care of their well-being and live a healthier life.

• The second potential program focuses on the benefit of sustained energy that orange
juice gives people in the morning. The key message in this direction is “The natural
benefits of orange juice help you take on the day.” Campaigns will dramatize how
each glass of orange juice gives you a healthy dose of sustainable energy and that
drinking a glass each morning is one of the best ways to get the feeling that you’re
ready for whatever the day may bring.

A total of four campaigns will be developed (two against each strategic platform) and
evaluated in both qualitative and quantitative copy testing research.

MEDIA:

With the transition to the new “It’s Just Juice” + Families (IJJ + Families) strategic target, it
was imperative to approach media from a new angle as well. A host of syndicated data
resources (Simmons, MRI, Mintel, Nielsen), qualitative insights and market investment
specialists led the media strategy development and, ultimately, final plan output.

The key media strategies are:

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 • Invest in top vehicles based on media usage and budget prioritization.
• Heavy up during key seasons (October, November, December) and at launch
(January, February, March).
• Maintain consistent presence during shoulder periods (April, May & June; July, August
& September).
• Focus dollars in “must see” morning media forms when orange juice consumption is
greatest while maintaining adequate presence in other dayparts to extend reach.
• Concentrate during the week Monday-Friday to capitalize on consumption opportunity.

The media budget is allocated between national television and online, as these are the
vehicles that will allow the best reach of the IJJ + Families target and efficiently achieve
targeted goals.

National Television
With the importance of generating and building awareness of new messaging, as well as its
ability to deliver against the IJJ + Families target, national television serves as the
cornerstone of this fiscal year’s media strategy. Using a combination of cable and broadcast
network television positions orange juice within highly targeted content and relevant
platforms. In addition, brand extensions via added value sponsorships allow further
engagement and interaction with core consumers. Focusing inventory within the key
consumption period, early morning, while also extending into daytime and primetime
maximizes frequency while maintaining reach.

Television plan:
• Timing: July 2010 – June 2011 (continuation through September 2011 via upfront
negotiations)
• Focus weight in October, November, December (key period) and January, February,
March (launch)
• Maintenance levels in April, May, June and July, August, September
• Run 15-second spots in October, November, December for cost efficiencies with
existing “Pour” creative; introduce 30-second spots at launch
• Balance news/weather, food, and family/lifestyle networks to reach both male and
female target segments
• Family friendly, high-profile programming

• Broadcast Networks:
o ABC (includes Good Morning America custom breakfast billboard)
o CBS
o NBC
• Cable Networks:
o Bravo (“Family Health Tip” vignette on Top Chef)
o Comedy Central (“Friday Night Stand Up” sponsorship)
o ESPN/News (Sports Center sponsorship)
o Food Network (Sponsorship of Diners, Drive-In’s and Dives & Ace of Cakes)
o FX (Custom program sponsorship into Two and a Half Men)
o Game Show Network (GSN Live integrated sponsorship)
o Hallmark (Custom integration into original movie)
o HLN (“Health Minute” feature)
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 o MSNBC (Weekly weekend weather report sponsorship)
o Nick @ Nite (Custom “Daylite” morning sponsorship)
o Nickelodeon (“Morning Tip” vignettes)
o Oxygen (Saturday night movie sponsorship)
o TBS (Movie & a Makeover sponsorship)
o The Weather Channel (“Wake up with Al” sponsorship)
o TV One (Program sponsorship)
o USA (NCIS “Saturday Stack” sponsorship)

• Total of 60+ custom vignettes and 160+ billboards

Online
The digital campaign focuses on increasing brand awareness through reaching consumers
during peak consumption hours, aligning with relevant content to the target audience and
utilizing the interactive capabilities of online ads. Additionally, cross-platform campaigns with
mobile and television give consumers multiple brand touchpoints.

Online plan:
• Timing: July 2010-June 2011
o Heavy up in January, February, March for key season and creative launch
o Maintenance “plus” in October, November, December
o Maintenance level in July, August, September and April, May, June
• Encourage engagement with brand through interactive opportunities including in-
banner gaming and weather-triggered ads
• Presence across a variety of sites to gain reach and connect with consumers in
multiple relevant areas:
o Collective
o ESPN (Includes mobile, television extension)
o Food Network (Television extension)
o Good Morning America (Television extension)
o Hulu
o Men’s/Women’s Health
o Meredith
o USA Today (Includes mobile)
o Video Egg
o Weather (Includes mobile, television extension)
o Yahoo
• Utilize high-impact sponsorships across key-content areas to increase awareness
o ESPN: Fantasy Football
o Meredith: Parents.com Morning Routine
o Food Network: Breakfast
o Men’s/Women’s Health: Jumpstart Your Day
o Good Morning America: Parenting
o Weather: Wake up with Al
• Continually monitor campaign and optimize to ensure impression delivery, rich media
metrics, and click performance

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Consumer Tracking Studies
A television and online advertising consumer tracking study will measure:
• Advertising recall
• Orange juice purchase trends
• Consumer attitudes toward the taste, healthfulness, and value of orange juice

Ongoing Trend Monitoring

Continually monitoring consumer trends will provide insight to stay on top of an ever-
changing and evolving category. Trend monitoring will also ensure continued consumer
relevancy in terms of approach and messaging.

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 Public Relations – Orange Juice

OJ Makes the Day

FDOC will work to grow the Florida citrus market by emphasizing the relevancy of 100
percent orange juice among a new “It’s Just Juice” + Families target, consisting of 25-54
year olds, of which 90 percent have kids. For these families, orange juice is a refrigerator
staple, but hectic morning schedules and a proliferation of other beverages keep it from
being consumed regularly. This target loves orange juice because it tastes great, but the
nutritional benefits are not a driver for purchase and consumption.

In order to influence this group and get them drinking a daily glass of orange juice, families
will be inspired to get each day off to a more meaningful start with a new routine that’s
relevant to them. Understanding that today’s mornings have little room for anything new,
the OJ Makes the Day program will help families prioritize the mindful morning actions,
conversations and connections that make their whole day better -- in a way that easily fits
their hectic schedules.

Once the target is engaged, the momentum will be maintained by working to insert nutrient-
rich orange juice in every media story possible. The ongoing outreach will provide more
opportunities to get our messaging in front of the new target to keep them thinking about
orange juice for its nutrient benefits. The growing and untapped ethnic community will also
be targeted with culturally-relevant news that will help clear up confusion about 100 percent
juice versus other juices.

To keep orange juice detractors at bay, we will implement a strategic influencer campaign to
help correct misinformation and reframe perceptions about 100 percent orange juice among
key health and nutrition professionals. Showcasing the positive attributes of orange juice with
emerging science and policy will provide important third-party advocates with a reason to
differentiate defend and recommend orange juice.

Tactics:
OJ Makes the Day
The national OJ Makes the Day campaign will reinforce the important family benefits of
meaningful mornings through a multi-faceted communications program that keeps
consumers engaged and coming back for more.
• Conduct consumer survey to position and understand families’ morning challenges and
package findings in the “Morning Squeeze Report.”
• Enlist two credible spokespeople, a celebrity mom and a child development specialist, to
bring the story of the morning squeeze to life in a relatable and credible way.
• Release a behind-the-scenes look into the celebrity mom’s morning routine through a
series of videos on an FDOC-branded YouTube channel.
• Hold Morning Squeeze video contest in which consumers vote on families’ most humorous
mornings. Leverage winning family’s video in media outreach.

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Media Outreach
The Morning Squeeze Report and spokespeople will be utilized to leverage media coverage
and generate awareness about the campaign and drive contest entries.
• Release the Morning Squeeze Report via news exclusive to a top-tier national outlet.
• Pitch winning family to hometown media.

To enhance these efforts and keep orange juice top-of-mind among media, we will conduct
ongoing outreach throughout the year.
• Provide ongoing story angles to reinforce the positive benefits of nutrient-dense orange
juice among all targets.
• Enlist a media-friendly spokesperson as an orange juice advocate.

Ethnic Outreach
The current health and wellness movement among the growing Hispanic community provides
a platform to communicate the nutrient benefits of orange juice and correct any
misperceptions about 100 percent orange juice versus imposters in a culturally-relevant way.
• Repurpose “juice confusion” materials for media to counter products like Tampico or
Sunny-D.
• Enlist a culturally-relevant spokesperson to help dispel juice confusion.

Influencer Outreach
Customized materials will reframe perceptions about 100 percent orange juice and provide
key health and nutrition influencers with a reason to defend and support orange juice to their
clients and patients.
• Leverage release of 2010 Dietary Guidelines for Americans to showcase positive benefits
of orange juice.
• Enlist dietitians and holistic family health experts as orange juice ambassadors.
• Mine existing NHANES database and distribute new findings to support key benefits of
100 percent orange juice consumption.

FloridaJuice.com Web site

FloridaJuice.com is the flagship online information source for consumers, media and trade
partners. The Web site will continue to evolve and expand as a key destination to access
FDOC resources.
• Conduct Search Engine Marketing campaign to expand outreach to consumers who are
searching for information about Florida citrus, health and wellness. Increase search
effectiveness by driving users directly to relevant Web site page.
• Include elements from all public relations campaigns to expand Web site content. Create
links to online partners to drive traffic across multiple platforms.
• Increase functionality to continually enhance user experience.

INRA Study Outreach (pending)

Utilize the potential publication of the INRA research study as an opportunity to build
third-party support among key influencers to reinforce the connection between orange juice
and heart health.

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 Retail Market Initiative – Orange Juice

The FDOC retail initiative for fiscal year 2010-11 will continue to focus on the largest retailers
in the U.S. The retail team will target the retailers that make up the majority of the All
Commodity Volume (ACV). The targeted grocers account for 70 percent of the total U.S.
orange juice dollar volume. FDOC will emphasize outreach efforts with four of the largest
chains in the U.S that deliver almost 50 percent of the total orange juice dollar sales: Kroger,
Publix, Safeway and Wal-Mart.

The retail team will continue to leverage FDOC as an industry information resource providing
relevant retailer- and market specific-data, promotional ideas and generic market
information. Presentations to retailers include Nielsen and Homescan data that is tailored to
the specific market(s) of the individual retailer. The retail team will continue to work with the
FDOC Market and Economic Research Department to provide the most up-to-date, relevant
information.

Objectives:
• To maintain promotional activity for orange and grapefruit juice among the major U.S.
retailers.
• To obtain secondary placement of orange juice health and wellness messages
throughout the retail store.
• To continue to secure relationships with the top U.S. retailers.
• To focus on the top four ACV retailers who deliver almost 50 percent of the total
orange juice dollar volume.
• To compel the larger U.S. chains to pay more attention to the orange juice category.
• To continue strong momentum with Wal-Mart.
• To continue to give the U.S. consumer reasons to purchase orange and
grapefruit juice other than price.

Strategies:
• Develop and execute motivating in-store programs to increase retail sales.
• Continue to provide retailers with market- and retailer- specific category building
information.
• Provide point-of-sale brochures and additional health and wellness information.
• Target consumer affairs directors and dietitians with quarterly industry
information via electronic press kits as well as through seminars, trade shows
and industry events.
• Work with the processors/brands for a cohesive effort with the trade.

Retailer Accounts:
Aldi, A&P, Bi-Lo, Brookshire Grocery, Food Lion, Giant Carlisle, Giant Eagle,
Giant Landover, Hannaford, Harris Teeter, HEB, Hy-Vee, Ingles, Jewel, Kroger, Meijer,
Pathmark, Price Chopper, Publix, Raleys, Roundys, Safeway, Save Mart, Shaws, Shop-Rite,
Stater Brothers, Stop & Shop, SuperValu, SweetBay, Target, Tops, Wal-Mart, Weis
Markets, Wegmans, Whole Foods Market, Winn Dixie.

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Tactics:
In-Store Messaging
• In-Store Television – FDOC will broadcast commercials on the Wal-Mart television
network which extends to 2,500 stores. There will be different locations throughout
the store including welcome screens and category screens so that consumers see
orange juice messages while purchase decisions are being made. The program will
run for 25 weeks. Welcome screens will play five-second commercials 30 times per
hour and category screens will show a 10-second commercial 10 times per hour. Wal-
Mart will run a post campaign-analysis four weeks after the program is completed.
• In-Store Radio Messages – In-store radio broadcasts will deliver an orange juice
wellness message in over 6,600 stores. There will be 25 total weeks of one 30-
second commercial per hour to generate a total of 1.7 billion impressions.
• Pharmacy Blood Pressure Machines – Orange juice health and wellness message
will be placed on blood pressure machines in retailers’ pharmacy departments. Blood
pressure machine advertising has proven successful in Wal-Mart; a 2006-07 test
returned double digit sales increases.
• Shelf Tags – FDOC will place informational shelf tags with an orange juice message
in the dairy section, as well as the cereal and cold and flu aisles. Messages are
incorporated into the price tags for specific products.
• Mobile Phone Applications – The FDOC will partner with mobile advertising
networks to maximize reach among Smart phone users. The application will allow
engagement through expandable creative and mobile landing pages that utilize
relevant sites such as food information, recipes and shopping lists.
• Targeted Consumer Promotion –The FDOC will target light orange juice buyers
with a purchase incentive that reaches medium and lapsed OJ buyers. With over 80
percent of orange juice buyers only purchasing one unit, the program will focus on
trading these consumers up to purchase more. The 48-page Florida Citrus Cookbook
will be offered free with proof of purchase of two 59 ounce or larger containers. This
new cookbook features fresh oranges, tangerines and grapefruit, as well as 100
percent orange and grapefruit juices. There are 34 recipes and color photos including
contemporary citrus dishes, as well as traditional favorites, plus information about
citrus nutrition, citrus varieties and seasonality.
• Pharmacy Bag Message –Communicate heart health benefits of Florida orange juice
to consumers through the supermarket pharmacy. Health messages on prescription
bags will highlight the benefits of orange juice to targeted segments, such as
individuals with specific demographics or medical conditions.
• Cold and Flu Materials – Materials promoting the benefits of orange juice to
support a healthy immune system will be provided to retailers to enhance their in-
store flu shot programs. Materials include shopping lists, recipe cards and health and
wellness brochures.
• Retail Brochures – Four versions of the FDOC health and wellness orange juice
brochures will be made available to the retail trade. Brochures have been updated
with contemporary visuals and recipes to increase consumer appeal. Retailers are
encouraged to place brochures in the dairy, customer service and pharmacy
departments. Health topics will correspond with the relevant season.

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Retail Communications:
• Quarterly Electronic Press Kit - Distribute timely, relevant information about Florida
citrus to 200 key influencers in an electronic format for easy inclusion in customer
communication vehicles (i.e. newsletters, Web sites, audio announcements). Topics range
from cold and flu information to the benefits of breakfast.
• Seminar Sponsorship - Present information about the health benefits of citrus to 50
key supermarket chains at the Food Marketing Institute (FMI) Consumer Affairs
Conference, September 2010.
• Webinar Sponsorship – Update 100 supermarket nutritionists who belong to the Food
& Culinary Professionals Dietetic Practice Group of the American Dietetic Association
(ADA) about current research on the health benefits of citrus, Spring 2011.

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 Away From Home – Orange Juice

The foodservice and restaurant category is expected to increase slightly in spite of the most
challenging economic environment in nearly three decades. Restaurateurs are responding
with an increased focus on value, choice and variety with consumers demanding more from
their away from home experiences. Foodservice traffic at breakfast has increased year over
year while lunch and dinner continue to suffer declines. Breakfast servings have shown
growth, however orange juice servings have lost share to coffee and other beverages. The
growth opportunity lies in menu engineering and recipe ideation arming foodservice
operators with unique and innovative menu offerings.

Objectives:
• To position the Florida Department of Citrus as uniquely qualified to provide innovative
solutions to the foodservice industry and branded partners.
• To encourage operators to expand utilization of Florida citrus juices.

Strategies:
• Create and develop on-trend culinary initiatives to drive awareness and versatility of
Florida citrus juices.
• Create and enhance strategic partnerships to optimize resources.
• Enhance awareness of Florida Department of Citrus resources and usage by trade
partners.

Target:
• Foodservice operators and key menu decision-makers.
• Foodservice culinary community.

Tactics:

Juice Usage Program

• Create a menu-focused program to include orange and grapefruit juice in every
foodservice daypart. Provide operators with food and beverage menu ideation via
recipe suggestions and information on how to extend their dayparts while growing
profitably with Florida citrus juices.
• Develop 15-20 orange juice- and grapefruit juice-based food and beverage recipes.
o Recipe elements:
ƒ Foodservice portions, where applicable
ƒ Wide variety of recipes that can be implemented by any operator using
standard foodservice ingredients
ƒ Include 5-7 kid-friendly/school recipes
ƒ Color photographs of key recipes
• Promote new Florida citrus recipes
o Post on floridajuice.com and promote via foodservice section of Web site
o Distribute press release to foodservice trade publications and online sites to
generate editorial coverage
o Create and distribute a Florida citrus recipe book and CD to select foodservice
operators

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 o Conduct a direct mail campaign to foodservice operators and the culinary
community

Trade Communication

Advertising
Execute an online advertising campaign for foodservice trade magazines to communicate the
versatility of Florida orange juice and keep it top of mind to foodservice operators. The
following trade publications will target key menu decision-makers in the most cost-effective
manner:

• National Restaurant Association Smartbrief

o Banner ads
o Text applications

• ProChef Smartbrief
o Banner ads
o Text applications

• NRN.com Recipe Ideas (National Restaurant News)

o Recipe applications
o E-newsletter banner ads

• CSI FoodPro.com (School Food & Beverage Directors K-5)

o E-newsletter insertions
o Recipe applications
o Special Report application

Public Relations
• Distribute press releases to generate editorial coverage about Florida citrus within
the foodservice industry.
• Provide media with updated information to expand FY 2009-10 press kit.

Floridajuice.com Web site

• Expand foodservice content with relevant new information
• Offer new resources to foodservice operators and culinary community

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 School Programming – Orange Juice

Objective: To generate increased awareness of the benefits of Florida orange juice with
children and school key juice decision-makers.

Target: National: School Foodservice Directors and key juice decision-makers.

Florida: Create a relationship between the local school community and Florida
citrus to build awareness of FDOC and Florida citrus with students and key
influencers, i.e. school administrators, school nutritionists and parents

Strategy: Partner with the School Nutrition Association events on a national and state
level. Create awareness programs for Florida K-5 students.

Tactics:
• Sponsor National School Nutrition Association (SNA) Annual Conference
o Distribute educational materials.
o Sample 100% Florida orange and grapefruit juice.
o Provide premiums to attendees.
o Obtain attendee contact information from SNA for follow up
communications.
• Exhibit at Florida School Nutrition Association (FSNA) Annual Conference
o Provide educational materials.
o Sample 100% Florida orange and grapefruit juice.
o Utilize prize wheel to educate attendees about Florida citrus benefits and
facts.
o Provide premiums to attendees.
o Obtain attendee contact information from FSNA for follow up
communications.
• Focus on one Florida county/school district as test
o Create year-long program that integrates Florida orange juice into school
curriculum.
o Focus on students in K-5.
o Provide educational materials, activities and events to increase
awareness.
o Engage Florida growers and citrus community.

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 GRAPEFRUIT AND GRAPEFRUIT JUICE

Advertising & Public Relations – Go Florida Grapefruit

FDOC has combined the grapefruit and grapefruit juice budgets to optimize dollars and
maximize the effectiveness of outreach efforts.

The Go Florida Grapefruit program will work to grow the Florida grapefruit market by
continuing to emphasize the relevancy of Florida grapefruit and 100 percent grapefruit juice
among the younger 25–44 “Well-Being” woman. The Well-Being woman is health and
beauty-minded, a follower of current trends, and always “in the know” about the hottest new
products. She thinks globally, but acts locally. She’s a thought leader in her inner circle,
regularly trying out new products, venues and experiences—and she loves to proactively
share these experiences with her friends.

Research has shown the best way to reach Well-Beings is through direct experiences and
exclusive, insider information. The Ruby Red Experience, localized grapefruit immersion
events will allow the target to discover, or rediscover, the invigorating taste of grapefruit and
its vital role in supporting beauty, fitness and wellness. Nationally, an interactive online
community, Juicy Scoop, will be launched on Facebook to engage our target audience.
Juicy Scoop will enable Ruby Red Experience attendees to share their discoveries about
grapefruit with their inner circle and will keep Well Beings across the country captivated and
buzzing online year round.

Tactics:

The Ruby Red Experience

The Ruby Red Experience, consisting of exclusive grapefruit-inspired pop-up lounges, will
launch in Atlanta, Boston, Miami and Philadelphia. These events will be tied to beauty, fitness
and wellness elements and will infuse the benefits of Florida grapefruit and grapefruit juice
into the lives of Well-Being women.
• Use attractive venues as the backdrop for The Ruby Red Experience, such as a trendy
boutique, salon/spa, stylish hotel or other glamorous location in each market.
• Leverage local experts in the areas of nutrition, beauty and fitness to attract consumer
and media attention and to lend credibility to each event.
• Sample grapefruit and grapefruit juice in a variety of ways, including mocktails, recipes,
beauty treatments and more.
• Spread the word about The Ruby Red Experience through targeted media relations
efforts. Saturate “It” lists with grapefruit and grapefruit juice news in local markets with
before, during and after events.

Dedicated Online Partnerships

The Well-Being women will be engaged through targeted online partnerships that deliver key
messages about Florida grapefruit.
• Utilize local online media such as e-mail blasts and custom editorials to promote each
local event and drive attendance.
• Execute national online partnerships to reach women across the country with information
about the head-to-toe benefits of grapefruit and 100 percent grapefruit juice.
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Social Engagement
The popularity of social media with the Well-Being target will be leveraged to increase
engagement with grapefruit by creating a new interactive online community, Juicy Scoop,
on Facebook. Women in-the-know will be able to share their personal and collective “It Lists”
on Juice Scoop while keeping all things grapefruit front and center.
• Engage target audience in online conversations specific to core pillars: health/wellness,
beauty and taste.
• Drive traffic to Juicy Scoop through paid media featuring Frank, the
flippant flamingo, whose irreverent sense of humor attracts our target audience.

Advertising
Advertising dollars will focus on digital platforms specifically geared to drive fans to Juicy
Scoop Facebook page and engage target consumers. The goal is to generated increased
awareness of grapefruit and grapefruit juice to drive the number of “likes” and “fans” for
Juicy Scoop page, and, ultimately, encourage product trial.

• Focus on Facebook platforms both through the site as well as in relevant applications to
ensure an easy online transition to Juicy Scoop
o Capitalize on integration opportunities within popular applications to engage target
consumers
• Continually monitor and optimize the campaign to focus on top performing partners
• Generate increased awareness during key grapefruit season, December through March

Media Relations
The goal is to secure placements in national and local broadcast, print and online outlets, as
well as user-generated Web sites, all trusted locations that well-being women utilize to obtain
lifestyle information. The juicy news about beauty, fitness, nutrition and lifestyle will be
shared with editors through an ongoing stream of relevant, timely information about the
benefits of Florida grapefruit and 100 percent grapefruit juice.
• Leverage insider tips from local spokespeople to lend credibility to messaging.

GoFloridaGrapefruit.com Web site

GoFloridaGrapefruit.com will continue to evolve to remain a relevant, fun and interactive stop
for both consumers and media. Expand Google AdWords campaign to reach consumers on a
greater level who are the searching for information about grapefruit and
beauty/nutrition/heath.
• Include elements from The Ruby Red Experience campaign to cross-promote multiple
tactics. For example, feature background information of local market spokespeople and
their beauty, health and wellness tips as a resource for consumers and media locally and
nationwide.
• Increase functionality to continually enhance user experience.

Vanderbilt Study Outreach (pending)

Leverage publication of the Vanderbilt research study to highlight health and weight
management benefits of 100 percent Florida grapefruit juice among key influencers. Partner
with Vanderbilt University to announce the study. Explore a partnership with Ocean Spray to
pursue related extensions.

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Grapefruit-Drug Interaction

The Grapefruit-Drug Interaction program, is in its 10th year, will continue reactive media
relations to thwart misinformation that could damage grapefruit’s reputation and reduce
consumption. Additionally, the program will continue targeting healthcare professionals to
provide them with resources and up-to-date, accurate information as they counsel their
patients.

Tactics:

Execute Media Response System

• Identify and respond to misleading grapefruit-drug interaction reports on a global scale to
provide facts on the topic, while also communicating the benefits of grapefruit.

Manage and Develop Credible Resources

• Secure partnerships with Drs. Derendorf and Greenblatt, who provide scientific expertise
for the program.
• Collaborate with the University of Florida and FDOC Scientific Research Department to
update and maintain content on www.DrugInteractionCenter.org.
• Conduct a Google AdWords campaign for www.DrugInteractionCenter.org.

Educate Healthcare Professionals

• Maintain communication with healthcare professionals to provide them with resources and
up-to-date information for accurate patient counsel about grapefruit-drug interaction.
• Create partnerships with professional trade organizations to provide education about
grapefruit-drug interaction.

Lipitor Study Outreach (pending)

Utilize the potential publication of the Lipitor study by Watson Clinic to promote news about
the safety of consuming Lipitor, the number one prescribed cholesterol-lowering medication,
with a single serving of grapefruit juice. Leverage study results to influence Lipitor
information in drug databases.

Fresh Grapefruit Consumer Promotions

For the third year in a row, FDOC will offer consumers the opportunity to receive a free set of
grapefruit spoons with purchase of Florida grapefruit or 100 percent grapefruit juice during
grapefruit season (January through June). The offer will be delivered through coupons
packed inside three and five pound bags of fresh grapefruit; tear off pads displayed at
supermarkets, Florida Welcome Centers, the Florida State Fair and industry trade shows; as
well as online partnerships and on GoFloridaGrapefruit.com. Last season, more than 12,500
grapefruit spoon sets were distributed.

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 FRESH FRUIT

The current budget does not support stand-alone consumer programs. Fresh fruit, gift fruit
and fundraising programs will be included in orange juice and grapefruit campaigns, retail
promotions and in-state programs, where possible, to maximize every opportunity to
communicate with consumers.

Objectives:
• To promote the taste and health benefits of fresh Florida citrus through retail channels
and consumer events
• To encourage Floridians to give fresh citrus as a healthy gift of good taste that
supports local and state economies
• To provide support for organizations’ fundraising efforts with Florida citrus

Strategies:
• Conduct fresh fruit sampling at targeted consumer venues during citrus season to
increase consumption and drive sales.
• Provide consumers with tools to incorporate more fresh citrus into their daily eating
patterns.
• Utilize existing resources and partner with all relevant marketing programs to generate
increased awareness for fresh Florida citrus

Tactics:

Fresh Point-of-Sale Materials

FDOC will continue to provide free point-of-sale materials. Retailers can order “So good, So
fresh, So Florida” display cards, bin signs and banners to highlight fresh oranges, tangerines
and grapefruit. Consumer brochures include recipes, health information and snacking tips.
For the produce staff, FDOC has compiled a Florida Citrus Varieties Produce Buyers' Guide
notebook that provides information on Florida citrus varieties, sizes, seasonality and nutrition.

Florida Citrus Cookbook

This year, FDOC will offer consumers a free 48-page Florida citrus cookbook with purchase.
The cookbook features fresh oranges, tangerines, grapefruit as well as 100 percent orange
and grapefruit juices. There are 34 recipes and color photos including contemporary citrus
dishes, as well as traditional favorites, plus information about citrus nutrition, citrus varieties,
seasonality, selection and storage and the history of Florida citrus. The cookbook offer will be
promoted at retail and on FloridaJuice.com.

Florida Gift Fruit

Research shows that approximately 60 percent of gift fruit is purchased by Floridians.
Consumers in Florida and neighboring states will be encouraged to give fresh gift citrus to
family and friends during the holidays and throughout the fresh citrus season. Fresh citrus
tastes good, is healthy and can be customized to fit any budget. Florida gift fruit supports
local citrus growers and the state economy.
• Partner with VISITFLA to increase awareness of Florida gift fruit via prize distribution
during holiday season.
• Promote gift fruit through Florida Welcome Center displays to reach seasonal visitors.
• Provide gift fruit shippers with promotional materials to support sales efforts.
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 • Distribute information about Florida gift fruit at the Florida State Fair and other key
events during peak citrus season.
• Capitalize on any national or regional media opportunities to promote Florida gift fruit
and drive traffic to www.pickfla.com where consumers can place orders.

Fresh Citrus Fundraising

FDOC will utilize the existing inventory of promotional materials to support fundraising efforts
with fresh citrus.
• Provide materials to Florida shippers to promote fundraising with fresh Florida
citrus. Shippers can download an order form on www.FDOCGrower.com to
order materials.
• Promote fundraising with fresh citrus at four Florida Welcome Centers.
• Participate in the National Parent Teachers Association (PTA) annual convention
to educate school decision makers about fundraising with Florida citrus.

Web Sites
FDOC will provide resources to consumers, media, retailers and the citrus industry through
various dedicated Web sites.
• FloridaJuice.com:
o Informational videos about fresh citrus from grove to supermarket
o Videos demonstrating cutting techniques and usage ideas for fresh citrus
o Searchable recipe database
o Information about nutrition, seasonality, purchase and handling, and
more
o List of gift fruit shippers and order information
o Image library for media
• FDOCGrower.com:
o Retail order forms for fresh point-of-sale materials
o Shipper order forms for gift fruit and fundraising materials

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 Public Affairs - All Varieties Programs

A comprehensive public affairs program reaching important stakeholder groups and

consumers will help protect and grow the market for Florida citrus. Knowledge obtained
through media monitoring and collaboration with internal and external groups will drive the
ability to capitalize on marketplace opportunities and prevent threats from damaging the
industry while fostering positive intra-industry communications.

Tactics:

Media Monitoring
• Conduct daily media monitoring to uncover and assess industry issues, opportunities and
public relations program placements in a timely manner.

Issues Management
• Identify any critical discussions that could impact citrus consumption.
• Be prepared to respond to time-critical issues that could impact citrus consumption.
• Proactively prepare response and resources to manage emerging issues.

Collaboration
• Enhance communications with key FDOC constituents.
• Develop and deepen relationships with food, health and nutrition groups such as the
Nutrient Rich Foods Coalition.

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 In-State Marketing - All Varieties Programs

About 80 million people visit Florida every year. Approximately 1,000 people move to Florida
every day and over 900,000 temporary residents make their home in Florida during peak
winter months. In-state marketing programs are designed to reach all Florida consumers
and encourage them to purchase and consume more Florida citrus products every day.
Programs complement national advertising, public relations, school, retail and foodservice
marketing initiatives. Relationships with other state agencies and organizations continue to
optimize communications efforts and maximize limited budget dollars.

Objectives:

• To highlight the benefits of Florida citrus and its importance to the state with residents
and visitors.

Tactics:

Visit Florida Program

The FDOC will partner with State of Florida Tourism Corporation (VISITFLA) to reach
consumers planning to vacation in Florida. Integrated programs in targeted markets will
incorporate Florida citrus messages to drive increased consumption of Florida citrus. The
FDOC will capitalize on the natural synergy between Florida and citrus: “When you drink OJ,
think of Florida. When you think of Florida, drink OJ.”
• Broadcast from the Great VISIT FLORIDA Beach Walk to national and regional
audiences.
• Partner with Southwest Airlines to educate travelers about Florida citrus and award
promotional items and citrus gift fruit as prizes.
• Conduct a Facebook photo contest in conjunction with VISITFLA’s “Share a Little
Sunshine” campaign.
• Feature Florida citrus at the annual Governor’s Conference on Tourism. Introduce the
new Florida Citrus cookbook to tourism representatives.
• Conduct a recipe contest for chefs; award a culinary experience to the chef with the
best citrus-inspired recipe.
• Leverage relationships with Florida Welcome Centers to maximize opportunities to
enhance communicate with Florida visitors.
• Incorporate Florida citrus information in the VISITFLA exhibit at trade shows in the
Northeast.
• Include Florida citrus on www.VISITFLORIDA.com which receives over 11 million
unique visits annually. Include general citrus information, videos, marketing initiatives
and recipes.

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Florida State Fair
Showcase fresh Florida citrus and orange juice at annual state fair with a strong agriculture
theme attracting 500,000 people.
• Distribute promotional materials and sample Florida citrus at Agriculture Hall of Fame
exhibit.
• Feature Florida citrus In-State fair program, on Web site and in daily audio
announcements.
• Sponsor Opening Day Luncheon, Citrus Day and Taste of Florida Breakfast with
Florida Breakfast Partnership.
• Participate in Governor’s Luncheon.
• Complement Florida school initiative through student outreach at state fair.

Florida Breakfast Partnership

The partnership is an alliance of the Florida Department of Citrus, Florida Department of
Agriculture, Florida Department of Education, Dairy Council of Florida, Florida Poultry
Federation and the Florida Pork Improvement Group. This program was created to educate
consumers about the importance of eating a healthy breakfast every day and to highlight
Florida products.
• Partner with the Florida Department of Education to provide educational materials to
Florida schools.
• Explore media relations and special event opportunities for spokespersons Chef Justin
Patrick Timineri from the Florida Department of Agriculture and Gail Rampersaud, MS,
RD, LDN from the Florida Department of Citrus.
• Expand content on www.FloridaBreakfast.com to include interactive information. Links
to each member of the FBP are also included.
• Promote Florida Breakfast Partnership at relevant venues including the Florida State
Fair and the Florida Official Welcome Centers.

Florida Welcome Center Juice Program

Promote Florida citrus to approximately 3 million visitors annually at four official Welcome
Center locations: I-95, I-75, U.S. 231 and I-10.
• Sample 100 percent orange and grapefruit juice.
• Distribute promotional materials about the health and wellness benefits of Florida
citrus.
• Showcase FDOC television advertisements, media coverage and promotional videos.
• Highlight relevant FDOC marketing programs such as school initiatives and
promotional offers (i.e. grapefruit spoons, citrus cookbooks).
• Create promotions with VISITFLA during peak visitor seasons.
• Participate in quarterly festivals with other VISITFLA partners to enhance citrus
presence.
• Conduct citrus industry tour to educate key Information Specialists firsthand about the
Florida citrus industry.

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Community Affairs
• Support targeted community events by providing Florida citrus informational materials
and promotional items as budgets permit.
o Partner with industry to provide samples when possible.

Industry Communications
• Attend and participate in citrus industry meetings.
• Exhibit at industry organizations’ special events such as the Gulf Citrus Expo, Indian
River Citrus Seminar and regional annual meetings.

FDOCGrower.com Web site

FDOCGrower.com is a key communication vehicle to provide all FDOC constituents with
current information regarding economic and market research, marketing updates, scientific
studies, Florida Citrus Commission meeting summaries and presentations, FDOC forms and
reports, as well as grower resources.

• Provide growers with immediate access to up-to-date information through expanded Web
site content.
• Increase functionality to continually enhance user experience.

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