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.
"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.