As a Floridian, it can be easy to forget that winter isn’t all sunshine and mild temps. A quick glance at the national weather map shows frigid air and gray skies for much of the country this time of year. Add in cold and flu season on top of that – expected to be especially severe this year – and it’s no wonder many Americans find themselves wishing for spring once the new year hits.
But all hope is not lost. While we can’t speed up the clock, we can remind our northern neighbors that Florida sunshine isn’t so far away. This year, the Florida Department of Citrus’ Winter Wellness marketing campaign shares just how perfectly poised Florida orange juice is as a remedy for both body and mind during what can be a cold, dreary time of year.
Whether it’s immune support – ‘Tis the season for vitamin C – or a bright pop of flavor consumers seek, the campaign delivers imagery, artwork, and messaging to convey compelling reasons to add that carton to the cart.
Continuing FDOC’s successful ecommerce program, which is on track to reach its goal of $30 million in attributed sales of Florida orange juice by July, consumers are encouraged to “seek out moments of sunshine with Florida Orange Juice” and reminded that OJ offers “sunshine in every season, nutrients in every glass” through social media and digital ads driving to retail partners. Working with Instacart, Amazon, Walmart, Kroger, and more, both online and in-store mean the consumer path to purchase is well covered and consumers are supplied with multiple opportunities to buy.
A series of blogs and social media posts by trusted and influential partners running through February focus on how The Original Wellness Drink can support both body and mind. Building off insights that consumers are seeking out not only products that help them stay healthy but ones that support overall wellbeing, the purpose of these partnerships is to connect consumers with Florida OJ in new ways. From serving as a naturally sweet escape, an opportunity to pause and enjoy the moment, or a way to redefine what New Years resolutions should look like, the message is clear: Florida orange juice is a winter wellness win.
Additionally, earned media pitches will continue to share the scientific evidence behind why Florida orange juice is the go-to drink of winter, including its role in immune support, overall diet quality, and that it has no added sugar.
As we continue to enjoy our subtropical paradise winter, let’s remember the reason why our industry began shipping cartons of Florida citrus to the Northeast every winter or why Florida gift fruit continues to be highly sought after this time of year.
We have something truly special.
Florida citrus is a winter fruit with a summer feel. It delivers nutrients we need most during the cold, dark days but with a taste that evokes sunshine. It’s color alone, whether we think about orange juice, fresh tangerines, or ruby red grapefruit, is bright and invigorating, never dull. FDOC’s marketing campaign aims to echo this at all times of year — but especially now when there’s a lot less sunshine to go around.