Department of Citrus Responding to Media and Promoting OJ

Josh McGillFlorida Department of Citrus, Marketing

The Florida Department of Citrus (FDOC) worked with Florida Citrus Mutual (FCM) and public relations agency Red Hill Strategies to manage media requests regarding crop forecasts and the impacts of hurricanes in 2022. The FDOC has also worked with FCM to develop a toolkit about the application of oxytetracycline in the fight against HLB. FDOC Director of Global Marketing Samantha Lane reported on that work and the FDOC’s domestic orange juice (OJ) program at the most recent Florida Citrus Commission meeting.

Department of Citrus

Lane discussed OJ promotional content with some of the FDOC’s key e-commerce partners. The FDOC has a customized brand page on Instacart and a banner at the top of the website. Walmart and Instacart are the FDOC’s top retail performance partners. 

The FDOC ran 15-second spots on the Hallmark Channel through the end of the holidays, Lane reported. It also ran a test program with Hulu where FDOC content will show up as controlled ads before each program.

Influencers continue to be a great way to share health and nutrition messaging to target consumers, Lane said. The Winter Wellness Campaign continues to focus on driving recipe, lifestyle and nutrition content. During the recent holiday season, FDOC partnered with two recipe content influencers to highlight how Florida gift fruit makes the perfect gift.

FDOC staff attended the Food and Nutrition Conference and Expo in Orlando. That conference was attended by more than 13,000 registered dietitians and nutrition experts. Rosa Walsh, FDOC director of scientific research, hosted a breakfast focused on the nutritional benefits of Florida OJ.

The FDOC also hosted a satellite media tour with a registered dietitian to discuss the nutritional benefits of OJ. The dietitian highlighted the importance of vitamin C for immune support during the holidays. The tour featured 21 interviews across key broadcast outlets including Fox, NBC, CBS and ABC local markets and affiliates.

Source: Florida Department of Citrus

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