Chairman Johnson Column – April 30, 2021

By Steve Johnson, Chairman of the Florida Citrus Commission

Take a Florida OJ break.

That’s right.

Stop what you are doing, pour a glass of Florida Orange Juice and picture this: You are at the beach, the waves are rolling in and your family is laughing in the distance. The sun is hot, but the water is cool. You are not only enjoying Florida’s great weather but its greatest treasure: a cold glass of great tasting Florida Orange Juice.

Feel better? Me too. At a time when we could all use an escape, let’s take one where we can.

On Tuesday, May 4 we are inviting all Americans to Take a Florida OJ Break to celebrate National OJ Day. Head to the FDOC’s Facebook and Instagram pages all next week to share a Florida OJ Break with someone you love.

There’s a reason I asked you to picture a warm, sunny beach as you enjoyed your glass of OJ. Florida is most well-known for three things: Sandy beaches. Sunshine. And Florida Orange Juice. Imagery combining those three elements has the power to transport us directly to a moment, time, or place. We can feel the warmth of the sun, hear the waves, and taste the oranges.

For those outside our industry and state, the connection between Florida and Oranges is equally as powerful. In fact, the first stop for many visitors to Florida is a state welcome center for a taste of Florida Orange Juice. And that connection translates to action. Earlier this year, Dr. Lisa House at the UF Florida Agricultural Market Research Center shared research showing that the brand image of Florida is strong and has a broad reach. In fact, many Americans are willing to pay more for orange juice when they know it comes from Florida.

As Global Marketing Director Samantha Lane shared at last month’s Commission meeting, the FDOC recently held a photoshoot to create content that speaks to the entire Florida experience from enjoying a day outdoors fishing or golfing to fueling up or rehydrating with the nutrients inside every glass of Florida Orange Juice. You’ll see that imagery roll out in the National OJ Day campaign as well as in other programs over the next few months.

Highlighting Florida will also be a large component of the 2021-22 plan, which the FDOC will present at the next Commission meeting, where Florida sunshine, sandy beaches and orange juice will be folded into all programs, including e-commerce.

As far as results from the current season, the e-commerce program continues to perform well. Since July, the campaign has reached 376 million impressions and driven $19 million in sales with a Return on Ad Spend (ROAS) of $9.55.

Originally published in the Florida Citrus Mutual Triangle