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FLA. CITRUS CHOOSES HEALTH;AGENCY SPENDING $3 MIL IN ONE WEEK ON CAMPAIGN

By Published on .

The Florida Department of Citrus broke a $30 million, nine-month consumer awareness campaign Sept. 29, focusing on how oranges and grapefruit can aid healthy living.

The ads, which broke on CBS' "60 Minutes," will be part of a $3 million broadcast, cable and print blitz this week alone.

Placement includes a page advertorial in USA Weekend, followed by color spreads in the Oct. 7 issues of Newsweek, Time and U.S. News & World Report.

ENDORSEMENTS FROM PARTNERS

The campaign promotes the department's goal of pushing citrus as a nutrient source, and includes two public service announcements that offer endorsements from the campaign's partners-the American Cancer Society, American Heart Association and March of Dimes.

The ads, from the Richards Group, Dallas, include a spot with the tagline: "Are you drinking enough?" The animated ad shows fruit being picked from the "Florida Sunshine" tree as the voice-over notes that the three organizations claim citrus can be a healthy part of a diet. The PSAs feature tennis star Chris Evert and actress Lauren Bacall. The effort will be supplemented by heavy merchandising, retailing and promotions.

`GRASS-ROOTS LEVEL'

"It's a concentrated effort to get down to the grass-roots level, particularly at store level," Mr. Santangelo said.

It was the emphasis on health that caused the department and short-lived agency partner, Ammirati Puris Lintas, New York, to part ways in July, five months after the shop won the then-$25 million account.

Agency executives felt humor and less reliance on health attributes should have been the theme. Richards was runner-up in the review, and was awarded the account a week after Ammirati resigned.

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