Tropicana Says, ‘Get Your Fruit On!’

Tropicana is promoting healthy habits by inviting consumers to “Get your fruit on!”
To help celebrate National Fruit and Vegetable Month, which runs throughout June, Tropicana is encouraging consumers to practice healthy eating habits — including drinking Tropicana juice. The first 5,000 people to visit and vow to eat more fruit will receive a coupon for a free 64-ounce carton of Tropicana Pure Premium juice.
For each of these 5,000 pledges, Tropicana will contribute 16 servings of orange juice to the USDA’s Summer Food Service and School Breakfast Programs, which provides food and beverages to students in low-income areas.
Citing research that most children consume half or less of their daily recommended fruit servings, the company is donating nearly a quarter million servings of orange juice to the USDA.
“The goal of our ‘Get your fruit on!’ campaign is to help Americans, and especially kids in need of good nutrition, get on the right path to realizing the nutritional benefits of fruit and fruit juice,” said Andy Horrow, chief marketing officer for Tropicana, in a statement.
Tropicana, which is owned by PepsiCo, spent $27 million on advertising in 2008, per Nielsen. It has spent $18 million between January and April of this year.