TexaSweet freshens its promotional campaign - The Packer

TexaSweet freshens its promotional campaign

11/11/2011 12:18:00 PM
Tom Burfield

Consumer promotions, a fresh social media program and a revitalized demo program are on tap this season from Texa-Sweet Citrus Marketing Inc., Mission, said Eleisha Ensign, executive director.

The nonprofit corporation’s focus for the past several years has been on consumer relations, but this year, TexaSweet will add a retail aspect.

“Our main objective is to spread the word about our amazing Texas-grown citrus, educate consumers about its health benefits and taste, and ultimately sell more citrus,” Ensign said.

However, with the new retail angle, the association is launching a demo program in five markets as another resource to educate consumers and increase sales, she said.

“We really feel that tasting is believing with our sweet grapefruit, and this will give us the opportunity to not only tell our target audience about how amazing our grapefruit is, but to actually show them,” Ensign said.

TexaSweet will work to expand its reach by taking the state’s rio star grapefruit to morning shows in the three markets where the organization will be conducting retail in-store demonstrations.

“Our grapefruit is extremely versatile because of its sweet flavor, and morning shows are always excited to see the unique ways that grapefruit can be incorporated into a healthy lifestyle,” she said.

TexaSweet also has revamped its website to give it a fresh look. It now incorporates videos and slideshows that show how to cut a grapefruit as well as the entire growing and packing process.

The association isn’t overlooking social media, either. It’s enhancing its presence on Facebook and through its blog, kymberlyskitchen.com.

“I really believe that blogging and a strong Facebook presence are key to consumer relations,” Ensign said.

In January, TexaSweet plans to launch a program called “I’m a Star” on Facebook and on its website to create an online movement and to get consumers excited about rio star grapefruit, she said.

The program plans to educate Texas grapefruit target audiences by discussing the fruit’s health and nutrition benefits, explaining how to use Texas grapefruit to prepare healthy meals and snacks, and by telling its grove-to-plate story, Ensign said.

The program will build on previous outreach by educating school children in second through fourth grades through a custom video, materials and activities and by reaching key print, broadcast and online media through direct outreach and Texas grapefruit deliveries.

“This is going to be a busy, exciting season for Texas citrus,” Ensign said. “I can’t wait to get started.”

TexaSweet has contracted with the Texas Valley Citrus Committee since 1966 to develop and execute merchandising, advertising and public relations activities for the domestic sale of fresh Texas grapefruit and oranges.



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