A new Florida Department of Citrus (FDOC) ad campaign is likely to use the term “OG” extensively, according to new FDOC marketing agency Padilla Speer Beardsley, Inc.
So, what does “OG” mean? Michelle Amoroso of Padilla explained that an OG is someone who is an original or originator, highly regarded and respected. She added that OGs are the paradigm; they set the standard that no one can quite live up to, just like orange juice (OJ) from Florida does.
“Nobody is better placed to own ‘orange’ and ‘original’ than orange juice from Florida,” Amoroso said. “You are the OG juice.”
IDEAS PRESENTED
She shared videos and ads for new campaign ideas during the Florida Citrus Commission’s (FCC) June meeting. The ideas included:
- OG Knows OJ
- Wellness Originals
- Mixol-OG
- The Original Immune Booster
- Cardiol-OG Connection
- Get Your Game On
- Get Your Juice on With the Original Wellness Drink
According to Amoroso, the agency plans to have a proactive editorial calendar to keep Florida OJ and Florida citrus in the news more often under positive headlines.
SMALLER BUDGET
The FCC, which serves as the FDOC’s governing board, also approved a preliminary 2024–25 FDOC budget during the June meeting. The FCC will approve a final budget after the first federal citrus crop forecast of the 2024–25 season is released on Oct. 11. Much of the FDOC’s budget is funded by assessments on each box of Florida fruit harvested during the season.
The preliminary revenue budget is $21.27 million, a decrease of $1.906 million from last fiscal year. The proposed expenditure is $21.087 million, a decrease of $1.633 million from last year.
For processed oranges, the preliminary budget is $17.597 million, a decrease of $1.285 million. For grapefruit, the budget is $3.262 million, a decrease of $434,000 from the current year. The fresh orange budget totals $313,000, a decrease of $101,000 from 2023–24. The preliminary fresh specialty budget is $98,000, a $100,000 decrease from last year.
Source: FDOC
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