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Florida Orange Juice: Five-a-day advice

Health_oranges Brief

Florida Department of Citrus (FDOC) is responsible for marketing Florida orange and grapefruit juice. The FDOC wanted to communicate the health & wellness benefits of orange juice to busy mums, with the objective of increasing consumption among this key target group.

Solution

To put orange juice back on the top of the news agenda we capitalised on current government healthy eating initiatives. Research was commissioned which revealed that while the five-a-day message was getting through to mums, they were totally confused about exactly what ‘a portion’ is. (For example, 1 in 10 thought a portion of chips counted as one of the five!) This enabled us to highlight the key message that a glass of orange juice counts as a portion.

Result

The survey received substantial coverage across national, regional print media and radio.