FDOC Working For You: Getting The Word Out On Grapefruit

FDOC Working For You: Getting The Word Out On Grapefruit

Breaking through the clutter to reach tech-savvy, time-starved consumers requires new tools in our marketing arsenal. The FDOC’s current grapefruit campaign integrates advertising, public relations, and trade communications to reach women 25 to 44 years old where they live, shop, eat, and socialize to deliver messages about health, vitality, taste, beauty, and style.

We’re building upon the momentum created by last year’s introduction of our flippant flamingo Frank and his beautiful sidekick, Ruby Marsh, and the launch of www.gofloridagrapefruit.com to continue to make our products relevant to a new generation of consumers and maintain positive sales.

Magazine Marketing

A national print campaign reached our target audience through magazines focused on health/wellness, beauty/fashion, and celebrity lifestyles. Our messages about the health benefits of grapefruit were expanded through special inserts, such as the first-ever pocket fitness guide inserted in Fitness magazine and a full-page, refrigerator cling to appear in other publications in March. Each of the magazines’ custom online features linked viewers to the site www.gofloridagrapefruit.com.

Web Promotions

We utilized social media channels to deliver grapefruit information and encourage consumers to spread the word. Bloggers touted the benefits of grapefruit, and Frank recruited his own fan club on Facebook. Web site visitors shared their passion for grapefruit by sending electronic greeting cards featuring Frank’s unique sense of humor.

During the high-profile Hollywood awards season, our target audience learned how to get “Ruby Red-Carpet Ready” with Florida grapefruit from celebrity personal trainer and food coach Valerie Waters. Television interviews, as well as a viral partnership with www.sheknows.com, generated increased grapefruit website traffic.

In Stores

Shoppers in Chicago, Boston, Philadelphia, and New York viewed Florida grapefruit videos featuring nutrition information and usage tips on 42-inch plasma televisions located in the produce and deli/meat departments of nearly 800 supermarkets.

To drive product movement, all marketing efforts promoted a free grapefruit spoon with purchase offer to motivate consumers to visit their local supermarket and enjoy the bold, sassy taste of grapefruit and grapefruit juice.  

On The Menu

National foodservice operators were encouraged to add versatile menu items pairing grapefruit with nutrition-packed superfruits to boost sales and profits and give customers new dining options.

Innovative approaches allow us to access consumers through new communication channels. The FDOC marketing team and its contract agencies continually monitor marketplace trends and integrate new tools to increase the effectiveness of our campaigns. In addition, an independent analysis being conducted by Marketing Accountability Partnership will provide future recommendations to help maximize growers’ return on investment and to positively impact citrus sales.

Leave a Reply

Featured Stories

IrrigationCalifornia Growers Sue State Over Drought
October 30, 2014
They claim the State Water Resources Control Board illegally denied water deliveries. Read More
CucurbitsNew Watermelon Planting Program For The Southeast U.S.
October 30, 2014
Sakata seeking to make regional impact by providing in-demand material through several local producers. Read More
Leafy Vegetables3 Can’t-Miss Cabbage Varieties For Florida Growers
October 30, 2014
Reed's Seeds highlights a trio of high-performance selections for Sunshine State producers. Read More
Insect ControlTake Control Of Thrips In Your Greenhouse
October 30, 2014
Why such a foreboding title? Thrips, one of the tiniest pests of greenhouse crops, are the carrier of one of Read More
BerriesManage Black Root Rot Of Strawberry
October 30, 2014
Controls include preplant nematode analysis, three-to-five year crop rotations, and more. Read More
FruitsSexual Evolution May Bear More Fruit In The Orchard
October 30, 2014
Scientists take a closer look at genes and find new plant breeding possibilities. Read More
Apples & PearsWashington Apples To Restart Shipments To China
October 29, 2014
Agreement reached between U.S. and Chinese governments to reinstate market access after two-year absence. Read More
EquipmentEnter To Win A Kubota At The Washington State Horticultural Association Annual Meeting
October 29, 2014
Attendees have a chance to take home a new utility vehicle courtesy of Wilbur-Ellis and Western Fruit Grower. Read More
CitrusUSDA To Provide $4 Million For Honey Bee Habitat
October 29, 2014
The funds will go toward helping growers implement conservation practices to improve honey bee health. Read More
FruitsHuge California Drought Meeting Planned
October 29, 2014
State, federal officials to meet as forecasts for the coming year look bleak. Read More

The Latest

IrrigationCalifornia Growers Sue State Over Drought
October 30, 2014
They claim the State Water Resources Control Board illegally denied water deliveries. Read More
CucurbitsNew Watermelon Planting Program For The Southeast U.S.
October 30, 2014
Sakata seeking to make regional impact by providing in-demand material through several local producers. Read More
Leafy Vegetables3 Can’t-Miss Cabbage Varieties For Florida Grower…
October 30, 2014
Reed's Seeds highlights a trio of high-performance selections for Sunshine State producers. Read More
Insect ControlTake Control Of Thrips In Your Greenhouse
October 30, 2014
Why such a foreboding title? Thrips, one of the tiniest pests of greenhouse crops, are the carrier of one of Read More
BerriesManage Black Root Rot Of Strawberry
October 30, 2014
Controls include preplant nematode analysis, three-to-five year crop rotations, and more. Read More
FruitsSexual Evolution May Bear More Fruit In The Orchard
October 30, 2014
Scientists take a closer look at genes and find new plant breeding possibilities. Read More
Apples & PearsWashington Apples To Restart Shipments To China
October 29, 2014
Agreement reached between U.S. and Chinese governments to reinstate market access after two-year absence. Read More
EquipmentEnter To Win A Kubota At The Washington State Horticult…
October 29, 2014
Attendees have a chance to take home a new utility vehicle courtesy of Wilbur-Ellis and Western Fruit Grower. Read More
CitrusUSDA To Provide $4 Million For Honey Bee Habitat
October 29, 2014
The funds will go toward helping growers implement conservation practices to improve honey bee health. Read More
FruitsHuge California Drought Meeting Planned
October 29, 2014
State, federal officials to meet as forecasts for the coming year look bleak. Read More
PotatoesNew CEO At Black Gold Farms, A Top 100 Grower
October 28, 2014
Eric Halverson takes the reins at the potato operation, while his father Gregg will remain president of the farm’s board of directors. Read More
FruitsValent U.S.A., MGK Enter Into Marketing Agreement
October 28, 2014
Valent U.S.A. to manage the marketing and sales of MGK’s crop protection line of insect control products beginning in April 2015. Read More
VegetablesMultistate Land-Grant University Research Project Contr…
October 28, 2014
The project began in the 1970s as a Regional Initiative and has since expanded Internationally. Read More
FruitsMichigan State Offers Online Database Of Tree Fruit Dis…
October 28, 2014
Search engine helps growers identify several issues in the orchard. Read More
Stone FruitStudy Examines How To Keep Sweet Cherries Fresh
October 28, 2014
Canadian researcher says cooling of sweet cherries is key to delivering a quality product. Read More
Protected AgricultureLED Lighting Symposium To Be Held At University Of Ariz…
October 27, 2014
Event to focus on LED lighting technologies for specialty crop production. Read More
Cucurbits11 Cool Cucurbits For Florida’s Climate
October 27, 2014
Leading vegetable seed companies highlight high-performance selections for growers in the Sunshine State. Read More
CitrusModern Agriculture Is A True Centerpiece Of Thanksgivin…
October 27, 2014
FFAA's Mary Hartney says take time during this holiday season to give thanks where thanks is due. Read More