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Florida's Natural Starts Review for a New Creative Agency

Incumbent 22Squared Will Not Defend

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Florida's Natural Orange Juice has begun a search for a new creative agency of record.

"We're looking for a passionate and experienced agency partner that can offer a total integrated solution," Chris Groom, VP-sales and marketing, said in a statement. Mr. Groom succeeded chief marketing officer Walt Lincer in January 2013.

The incumbent, Atlanta-based 22squared, was invited to participate in the review but declined. Select Resources International is managing the search.

The company spent $10.7 million in measured media spending last year, according to Kantar Media. In comparison, competitor Tropicana (owned by PepsiCo) spent $13.1 million, and Minute Maid (owned by Coca-Cola) spent $15.4 million, according to Kantar Media.

The brand, the flagship product of Citrus World in Lake Wales, Fla., has focused its campaigns on its juice's origin in the United States. In 2009, its "Read the Label" effort tried to draw consumers' attention to competitors' importation of juice from Brazil.

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