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Citrus ads break Sunday

Published on .

The Florida Department of Citrus, Lakeland, launches its $30 million, nine-month-long consumer awareness campaign Sunday with a focus on the role oranges and grapefruit play in healthy living. The first ads, from the Richards Group, Dallas, break during CBS" "60 Minutes" and include the tagline, "Are you drinking enough?" Also scheduled are PSAs for endorsement partners American Cancer Society, American Heart Association and March of Dimes, which feature tennis star Chris Evert and actress Lauren Bacall. The first week will be a $3 million blitz on network television and a full-page advertorial in USA Weekend, followed by color spreads in U.S. News & World Report, Time and Newsweek. The ad effort will be supplemented by heavy merchandising and promotions, said Dan Santangelo, executive director with the department.

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