“From research to sales, there’s momentum and a feeling of energy in the air,” Florida Citrus Commission Chairman Steve Johnson wrote in a recent email to members of the Florida citrus industry. His update focused on Florida Department of Citrus (FDOC) orange juice (OJ) marketing efforts. The Florida Citrus Commission is the governing board of the Florida Department of Citrus.
Johnson reported that consumers continue to turn to 100% orange juice, purchasing nearly as much as they did during this time in 2020. According to the latest Nielsen Retail Sales Report, for the four-week period ending Oct. 9, 2021, average year-over-year sales of total OJ are up by 9.6% compared to 2019. Sales of NFC OJ are up by 16.4% over 2019 and just 0.7% below 2020 values.
This momentum is also reflected in the results being achieved through the FDOC’s digital and e-commerce campaign promoting “The Original Wellness Drink.” Since July, the campaign has driven $10.9 million in attributed sales of Florida orange juice.
“While we focus largely on the e-commerce numbers as a key measure of the success of this campaign, it couldn’t be done without the simultaneous awareness-driving tactics that keep Florida orange juice top of mind for consumers, such as influencer partnerships,” said Johnson.
For the past few weeks, the FDOC has partnered with four leading lifestyle and food influencers on social media to highlight the importance of including Florida orange juice in the back-to-school routine.
“From short videos sharing afterschool smoothie recipes to a stress-reducing mother-daughter spa date inspired by Florida OJ, the partnerships allow the department to communicate health and nutrition messaging with a larger audience in an engaging and appealing way,” Johnson said. “These partnerships have reached more than 125,000 consumers whom we’ll continue to engage through our digital and e-commerce campaign in the coming weeks with messages that further support the health benefits of Florida orange juice.”
According to Johnson, as consumers continue to put health and wellness at the forefront of their decision-making, the campaign will ensure Florida orange juice is an essential part of that.
Source: Florida Department of Citrus
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