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| 05-20-2010
The new Florida Department of Citrus orange juice marketing campaign will target the 104 million people in the U.S. who consider the state's signature citrus product "just juice."
That segment, which makes up 30 percent of the U.S. marketplace, offers the greatest possibility for retail OJ sales growth, Jeff Upshaw, executive vice president of BBDO Atlanta, told the Florida Citrus Commission on Wednesday. That's based on recent market research by BBDO, the department's advertising agency.
The just-juice segment also offers the best opportunity to create new, loyal OJ buyers over the long term because it has the youngest audience, with an average age of 38, and the biggest percentage of households with children.
The new OJ marketing program will put a greater emphasis on social media on the Internet, including Facebook and Twitter, he said. Other advertising programs for grapefruit and in international markets will also make greater use of social media.
The latter includes opening up a new marketing effort in South Korea because of that country's growing economy and affluence, said Mike Yetter, international marketing director.
Florida packinghouses sold 225,000 cartons of fresh grapefruit this season in South Korea, up 45 percent from a year ago. A grapefruit carton weighs 42.5 pounds.
The proposed 2010-11 Citrus Department budget totals $53.8 million, down 5.5 percent from the current budget. The department's budget year begins July 1.
Read the original full article from The Ledger.