Cookbook cross-promotion helps sell fresh citrus in Florida

01/21/2011 12:19:59 PM
Cynthia David

The Florida Department of Citrus is offering consumers a colorful new 48-page citrus cookbook with the purchase of a 3-pound or larger bag of Florida oranges, tangerines or grapefruit or a 54-ounce or larger container of Florida orange or grapefruit juice.

The cookbook will be promoted at retail and at www.floridajuice.com.

Florida grapefruit is the focus of new citrus department point-of-sale materials, offered free to retailers. These include a nutrition and recipe brochure, display card and a poster for fresh bins.

For the third year, the citrus department is also offering a free grapefruit spoon with the purchase Florida grapefruit or grapefruit juice until June. The offer will be promoted through inserts on fresh grapefruit bags, tear-off pads at supermarkets, Florida Welcome Centers, state fairs and trade shows. It will also be available through online partnerships and at www.GoFloridaGrapefruit.com.

Last year, the department distributed more than 12,500 spoons, said public relations director Karen Mathis.

The campaign to position Florida orange juice as an essential part of the morning and as a source of energy will continue with orange juice health and wellness messages placed in retail stores and on blood pressure machines in retail pharmacies. The Florida Department of Citrus said a similar campaign in Wal-Mart in 2006 returned double-digit sales increases.

And look for shelf tags with an orange juice message in the dairy section and cereal aisle. Even the cold and flu aisle will promote orange juice’s benefits to the immune system.

Grapefruit, meanwhile, will be repositioned to attract women ages 25-44. The citrus department said public relations and advertising will focus on the health, taste and beauty benefits of grapefruit. Social media will play a key role in this campaign.



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