BBDO Atlanta bests Campbell-Ewald and Richards Group for this general market account.
The mission of the Orange Juice advertising program is to ensure that Florida orange juice is an indispensable part of the morning ritual because of its wellness and taste benefits. The current annual budget for FY 2009/10 is $19,000,000, which includes agency compensation, production, media, research and travel.
The mission of the Grapefruit (juice and fresh fruit) advertising program is to encourage trial by new grapefruit users while increasing purchase frequency among current/lapsed users. The current annual budget for FY 2009/10 is $1,200,000, which includes agency compensation, production, media, research and travel.
The FDOC’s Fresh Fruit marketing programs historically have showcased the attributes of Florida grapefruit, orange and specialty fruit (tangerines and tangelos). Financial constraints have currently limited marketing efforts focused on this segment, but future programs may be required by FDOC.