How OJ Will Be Marketed in 2022–23

Josh McGillFlorida Department of Citrus, Marketing, Orange Juice

The Florida Department of Citrus’ (FDOC) 2022–23 orange juice (OJ) marketing plan will have a few shifts in retail partners and tactics to help ensure Florida OJ remains top of mind.

Karmen Johnson of Edible, the FDOC’s marketing agency, shared an overview of the 2022–23 strategic focus, audience insights and integrated communications plan with the Florida Citrus Commission on May 18. She also discussed how results will be measured.

The strategic focus of the plan is to drive awareness of the health and wellness benefits of Florida OJ while driving sales of Florida OJ to key audiences. This will be done through an integrated marketing and public relations program. The program will use performance marketing to move consumers from awareness to conversion, e-commerce to direct conversion, creative content, issues monitoring, community engagement, influencer activations, media outreach and web support. Additional programs will support sales of Florida grapefruit.

The majority of the marketing budget will be used on performance marketing and e-commerce. Messages throughout the campaign will focus on health, wellness and Florida with content created to resonate at key times of the year, such as back to school or cold and flu season.

The FDOC will continue to focus on primary shoppers as well as light and lapsed OJ buyers. The team is exploring factors that may impact sales in 2022–23. It has identified rising inflation, new behaviors and production challenges as possible barriers to purchase. The marketing campaign will aim to reach consumers where they are in the decision-making process by focusing on those in family mode, break mode and impulse mode.

Creative content will embrace health and wellness but also highlight the many unique attributes of Florida, such as sports and events and Florida landscapes. This content will be used across digital, traditional and social sites to raise awareness and drive conversion.

Meredith Nelson of Edible said the e-commerce space is evolving, and FDOC programs will shift to reflect that. The team is working to develop a marketing analysis model that will look at historic trends and compare them with activations in the upcoming year, helping to enhance performance.

Activation venues will include social media, national grocery and big box stores, regional grocery stores and mobile grocery stores.

Source: Florida Department of Citrus