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DALLAS The Richards Group launches an image campaign Monday for the Florida Department of Citrus that promotes grapefruit juice as “sass in a glass” and targets health-conscious women between the ages of 25-49.
Although the Dallas-based agency has held the client’s account since 1996, it has primarily focused its efforts on promoting orange juice consumption. Richards received the grapefruit juice assignment last year, and the new effort marks a continuation of a print campaign that was launched last year.
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