The Florida Strawberry Growers Association will aim to entice consumers with the rallying cry, “Love Florida Strawberries!” as part of its marketing initiatives for the 2023-24 winter strawberry season.
Customers are encouraged to seek out the delectable “Fresh from Florida” strawberry varieties, according to a news release. The campaign, running from November to March, was created in collaboration with Blackmon Media Group, the release said.
FSGA has introduced a jingle performed by children, a streaming audio advertisement detailing the strawberries’ unique health benefits and a 30-second commercial spot, according to the release. The association says the elements are part of an integrated marketing campaign designed to engage its target audience — identified through comprehensive consumer behavior analysis and insights into shopping patterns, demographics and psychographics.
Artificial intelligence technologies will optimize the campaign in real-time for maximum impact, the release said.
FSGA’s multiplatform approach includes over-the-top and connected TV advertising, with presence on popular television programs and audio streams on platforms like iHeart Radio and Spotify, according to the release. High-visibility billboards will feature the message prominently along Florida’s major highways and urban locales, complemented by digital displays at gas stations, all resonating with the new jingle, the release said.
“With the acquisition of additional farmland to boost our strawberry production, we’re poised to bring our marketing efforts to the next level, reaching more consumers and supporting our growers,” FSGA spokesperson Sue Harrell said in the release.
“We’re honored to partner with the FSGA on this project,” Mary Blackmon, founder of Blackmon Media Group, said in the release. “Creating this memorable jingle and a marketing strategy with these advanced digital technologies, including AI, we’re set to hyper-target the FSGA’s most valuable prospects across a variety of digital landscapes.”
The season will also feature professionally produced videos created by the Blackmon Media Group that showcase the skill and knowledge of Florida’s strawberry growers, according to the release. The narratives highlight FSGA’s distinctive varieties and innovative growing techniques that establish Florida’s reputation as the premier strawberry state, the release said.
For more information about FSGA, contact Harrell at sue@flastrawberry.com.
