Richards Brightens Picture for Florida Citrus

NEW YORK The Florida Department of Citrus next week will launch a campaign telling consumers that despite an intense hurricane season, the outlook for Florida citrus for the coming year is positive and that the state’s orange juice is still the best buy for its many health benefits.

The first of six TV spots created by the independent Richards Group of Dallas will break Nov. 2 on national network and cable. Print, Internet and point of purchase will support. A new tagline accompanies all creative: “Florida orange juice: Healthy. Pure and simple.” The client has spent $30 million annually on ads in recent years.

One spot, “Island,” features a main character taking extreme measures to avoid sickness this winter. Other spots will promote general nutrition including how to lessen the severity of cold and flu and tips on maintaining good heart health.

“We’ve had a tough year in the Florida citrus business, but we’ve been down before and our industry is resilient,” Dan Gunter, executive director of FDOC in Lakeland, Fla., said in a statement. “In spite of the crop losses we’ve suffered, we have enough orange juice to meet consumer demand in the coming year, and we’re continuing to market aggressively to grow the market for our products through a smart, integrated campaign that also includes public relations and in-store merchandising. Our new ads are a key component of the campaign, which will help Florida citrus growers bounce back.”

—Brandweek staff report