Marketing OJ Amidst COVID-19

Tacy CalliesMarketing, Orange Juice

new york times

Each month, the Florida Department of Citrus (FDOC) and partner agency, Edible, dig deep into current consumer behaviors to gain insights on how messaging and marketing programs could be adapted for the greatest success.

In a recent webinar, Kim McAndrews, senior vice president and food and beverage strategic planner for Edible, discussed the rapidly changing environment of COVID-19 and the potential implications for Florida citrus.

According to McAndrews, to maintain and grow the role of orange juice (OJ) in the “new normal,” the behavioral triggers that most inspire OJ purchases among returning audiences must first be identified. These audiences can be categorized into three different segments: modern gatherings, wellness redefined and work mode.

For the month of October, one of the most significant conversations among the work mode category is the emerging tensions between parents and child-free workers within white-collar communities. With return to school taking place across the country, some working parents were receiving extra benefits from their employers while child-free employees were required to carry the extra load.

“It’s an interesting conversation to happen, and something we definitely want to be tracking from an OJ perspective because these are the things we know are on the top of the mind and are the really emotional, sticking points for our audience,” McAndrews says.

Another conversation among the work mode audience is the “3 p.m. moment.”

According to a new report from YipitData, the period between lunch and dinner has been growing quickly since the onset of COVID-19. Consequently, more people are ordering food in the mid-afternoon as a pick-me-up. Many restaurants are even beginning to cater to this crowd by launching new menus specifically designed to attract the growing number of consumers inclined to snack in the afternoon. Marketing OJ as an afternoon pick-me-up could help to better reach this audience.

As coverage on cold and flu season along with COVID-19 accelerate, continued interest in immunity-boosting products are also on the rise. This is favorable for OJ consumption.

Additionally, while the Centers for Disease Control still caution against large gatherings and significant travel, many families are reconsidering their traditional Thanksgiving festivities. Some outlets are recommending a shift toward a Thanksgiving Day brunch for a smaller-scale, cost-effective celebration. This shift presents a great opportunity for OJ to become a part of the holiday meal.

Watch the full webinar here.

This article was written by Ashley Robinson, AgNet Media communications intern in Gainesville, Florida.