Florida Citrus Commission Considers New Campaign And Budget
May 21, 2010 The Florida Department of Citrus (FDOC) presented its proposed marketing campaign to the Florida Citrus Commission last week. While the approach will continue to focus on OJ’s strength of its health benefits and being part of the morning routine, it also will look to sway consumers who see OJ the same as any other juice.
The FDOC’s new agency, Atlanta- based BBDO, suggests broadening the target audience for OJ consumption to include the “it’s just juice” crowd. That would open a demographic of 104 million potential consumers when combined with families with children. According to the agency, these audiences have the greatest potential to grow OJ sales and build loyalty.
The campaign will promote OJ’s all-natural appeal and ability to get the day off to a fresh and energetic start. Sixty-one percent of the proposed 2010-2011 budget would go toward marketing programs.
The grapefruit marketing program would continue its Frank The Flamingo campaign with heavy emphasis on social media and print advertising. And, you can expect to see a “talking” Frank in the new campaign.
FDOC’s executive director Ken Keck urged commissioners to be mindful of declining OJ consumption and the important role in marketing to reverse the trend. He pointed to a Mediabrands study that showed that every $1 million spent translates into 6.5 million gallons sold.
Tightened Belt
The proposed FDOC budget, which begins July 1, is down 5.4% from the current year at $53.8 million. Tax rates remain the same for juice oranges and fresh/juice grapefruit at 24 cents and 35 cents per box respectively.
Tax rates would increase for other fresh fruit within the proposed budget. The rate for fresh oranges would rise from 7 cents per box to 10 cents. The rate for specialty citrus would double from 8 cents per box to 16.5 cents.
Originally, FDOC had planned to cut the amount of the tax dedicated to the citrus disease research, but after Governors Christ’s recent veto of HB981 threw research funding into question, they propose holding the current rate of 4.1 cents per box. That would fund $8 million dollars for disease research, mostly aimed at greening.
The Commission will vote on the proposed budget and marketing plan on June 9, at Florida Citrus Mutual’s annual meeting in Bonita Springs.
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