Representatives of the Florida Department of Citrus (FDOC) and its marketing agency, Padilla, reported on various marketing campaigns at the March 26 meeting of the Florida Citrus Commission.
Tina Charpentier of Padilla said the FDOC is on track to meet or exceed its attributed sales goal of $25 million for the year, achieving 65% of that level as of March 21.
As part of the heart health campaign, an infographic was developed and strategically distributed to raise awareness of the role 100% orange juice plays in supporting heart health. The anticipated audience reach for this promotion exceeds 100 million. The infographic will be promoted through June 28.
Michelle Amoroso of Padilla presented the ongoing results of The True Original display ads. “You’ll see all of these spots hit on those functional benefits —heart health, immunity and performance,” Amoroso said. “Early performance is very positive. In less than two months, the ads have driven $2.81 million in attributed sales” and more than 450,000 purchases.
Amoroso also reported that the ongoing e-commerce ads have driven more than $13.43 million in sales. “Through a lower investment and rigorous optimization, we’ve been able to increase sales and units moved compared to the previous year,” she said.
The FDOC Global Marketing team announced that the consumer-facing domestic website, FloridaCitrus.org, is set to relaunch this month with a fresh look and a more user-friendly experience.
Katelynn Long, FDOC director of global marketing, said the recent gift fruit campaign surpassed its goals for audience reach and impressions. “This program would benefit from an earlier launch of October 2025 and wrapping up in January 2026,” Long advised.
The FDOC is an executive agency of the state of Florida tasked with the marketing, research and regulation of the Florida citrus industry.
Source: FDOC
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