Florida Department of Citrus (FDOC) staff and members of the FDOC’s marketing agency recently presented plans for the November 2026 to February 2027 gift fruit shipping season. Their plan is called the Florida Citrus Gifting Campaign.
The marketing plan was presented during a virtual meeting of the Florida Citrus Commission’s (FCC) Florida Gift Fruit Shippers Advisory Council.
The 2026–27 gift fruit strategy aims to increase awareness for Florida citrus gifts and drive high-intent consumers to participating gift fruit shippers. The target audience for the campaign is women aged 35–64 in Florida and the Southeast. The campaign will position Florida citrus as a fresh, premium and seasonal gift and a thoughtful alternative to traditional holiday gifts.
TACTICS AND BUDGET
Planned tactics include:
- Updates to the Florida Citrus Gifts landing page to improve the shopping experience and connection to participating shippers
- Seasonal organic and paid social media
- Partnerships with two influencers
- Paid search targeting high-intent gift shoppers
- Media relations focused on holiday gift guides, seasonal entertaining and Valentine’s Day opportunities.
The FDOC budget for the 2026–27 gift fruit program is $57,600.
ANTICIPATED REACH
Members of the marketing team estimated 2026–27 results of approximately 100 million impressions, 3 million in total social reach, 300,000 engagements and a 10% increase in traffic during the November through February campaign period.
PRIOR YEAR’S PERFORMANCE
The marketing team also provided the Florida Gift Fruit Shippers Advisory Council with a recap of the 2025–26 gift fruit program performance. The prior-year campaign used strategic media relations, paid and organic social media, paid search and content to promote Florida citrus gifts during the holiday season.
The campaign generated approximately 338 million impressions, 62,000 engagements, a 253% increase in page views and 17,000 clicks.
See a report about last year’s gift fruit planning meeting.
Source: FDOC
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