FLORIDA OPENS $20 MILLION OJ EFFORT

Moms Targeted in New National Campaign

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NEW YORK (AdAge.com) -- The Florida Department of Citrus this week launches a $20 million national advertising campaign with the message that Florida orange juice is "the best start under the sun."

The integrated campaign, from Richards Group, Dallas, includes TV spots airing on mom-targeted programs such as NBC's Today and ABC's The View that show how juice fits into hectic morning routines.

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