Sunshine State promotions focus on TV ads

03/11/2014 02:06:00 PM
Doug Ohlemeier

From mid-April through early May, the Florida Department of Agriculture and Consumer Services plans to air more Fresh from Florida TV commercials in Florida and select U.S. markets.

The commercials are scheduled to air in the state’s top 10 TV markets and in Raleigh, N.C.; Indianapolis; and Buffalo, N.Y.

The spots, which feature sweet corn, tomatoes and watermelon, are scheduled to run for four weeks. Last spring a successful Florida-based TV campaign ran in February and early March in Grand Rapids, Mich.

The Tallahassee-based agency worked with Publix Super Markets Inc., Lakeland, Fla., during the last round of Florida spots and ran this year’s Michigan ones in partnership with the Byron Township, Mich-based SpartanNash’s D&W Fresh Market stores.

The Michigan pilot project was conducted to see if the commercials could spark shopper interest, said Dan Sleep, a senior analyst with the agency’s division of marketing.

This season, 52 retail chains from 25 countries are expected to participate in the Fresh from Florida campaign, which provides retail incentives to run advertisements featuring the Fresh from Florida logo.

The logo, which helps promote around 20 commodities, including bell peppers, berries, cabbage, citrus, corn, lettuce, potatoes, tomatoes and tropicals, sees strong exposure and consumer recognition throughout the U.S., Sleep said.

The agency wants to see if it can market more Florida produce commodities via the logo, Sleep said.

The average store features the logo in 45 weekly store advertisements, which cummulatively adds up to 483,000 individual store ads, Sleep said.

Up to 13,000 individual stores throughout the U.S. Canada and the rest of the world promoted Florida produce products during the 2012-13 season, and Sleep said he expects similar participation this season.

“It used to be that if we got one Fresh from Florida ad per week from a retailer, we’d be happy,” Sleep said. “Now many retailers do three to eight ads a week, and some have nearly the entire ad featuring Florida products.”

The Global Grid campaign promotes Florida-grown throughout the world, while the Winter Circle program markets to consumers in the Sunshine State and surrounding Southeastern states.

Corn

Trying to persuade more shoppers to put corn in their shopping carts, Florida’s sweet corn growers are continuing their shift from traditional media advertising to social media.

For the first time, this year’s campaigns plan to help members of the Maitland-based Sunshine Sweet Corn Farmers of Florida promote their corn through TV commercials.


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