The Florida Department of Citrus marketing team on May 21 presented its 2025–26 global marketing plan to the Florida Citrus Commission, the department’s governing board.
The team stated that it plans to expand on the True Original campaign to reinforce the value of Florida orange juice (OJ) for modern juice consumers and health professionals.
To reach and engage health professionals, the team plans to leverage credentialed health and wellness experts to create awareness as well as drive credibility while amplifying evidence-backed health and nutrition information on 100% OJ. One example was to create a partnership with the American Heart Association to certify a collection of heart-healthy recipes that feature Florida OJ as a key ingredient. To measure these efforts and ensure they’re working, a benchmark survey is being implemented, which will help in understanding how the messaging is being received and guide the next steps with this key audience.
For modern juice consumers, one of the activations proposed for Florida OJ was a partnership with the Tampa Bay Lightning and Amalie Arena. With an estimated 9.2 million Lightning fans nationwide and 1.5 million annual visitors to Amalie arena, the partnership would efficiently drive Florida OJ demand and value. This partnership would include not only hockey games, but also 150-plus ticketed events at Amalie Arena, including concerts.
Another proposed activation was for Florida grapefruit with the Grapefruit League, Major League Baseball’s (MLB) spring training games. The Grapefruit League draws more than 37 million MLB fans from around the country during February and March to 230-plus games in 13 Florida stadiums. Similar to the Tampa Bay Lightning/Amalie Arena partnership, the Grapefruit League partnership would include out-of-market team broadcasts to deliver Florida grapefruit key messaging nationwide, not just in Florida.
Other activations recommended include PBS with Ellie’s Real Good Food, Homemade (chef-led cooking events) and hosting key media events. These recommendations are a complement to the e-commerce initiatives already in place, which are set to continue into the next fiscal year. Everything within the program is aimed at driving sales and building value or willingness to pay for Florida OJ.
In addition to e-commerce, other always-on programming includes digital advertising, earned and owned media, social media and influencer promotions, search engine marketing and issues management.
The goal is to reach and engage modern juice consumers throughout the entire path to purchase to drive sales. This includes building awareness, nurturing consideration, securing the initial purchase and continuing to reinforce value for repeat purchases.
Source: FDOC
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