Florida Citrus Launches Campaign
a Department of Citrus here has unveiled a new national advertising campaign featuring a "talking" sandwich that describes the health benefits of consuming orange juice.
The commercials, which premiered Sept. 17, opens with an unsuspecting person opening their refrigerator to find an "olive-eyed" ham sandwich, who proceeds to share health benefit information that it has been reading on the orange juice carton next to him. The spots -- using animitronic technology -- were created by The Richards Group, Dallas.
The FDOC has invested $20 million in the ad series, and officials announced that, unlike prior ads, these will have a heavier focus on morning placement.
Chiquita No. 3 in Quality Survey
CINCINNATI -- Chiquita Banana was the only produce item ranked in the Top 10 in the 1998 Equitrend Survey of 2,000 consumers, conducted semiannually by Total Research Corp. Only Kodak Film and Craftsman Tools ranked higher in the poll, which examines consumers' perception of quality.
Chiquita ranked No. 3 overall, maintaining its position as the top food brand, scoring 8.13 on a scale of one to 10. When it was first ranked in 1993, the brand was No. 10 on the list with a 7.99 rating.
The only other food product on the Top 10 list was M&M Candy, at No. 10.
Cut-Flower Guide on CD-ROM
SACREMENTO, Calif. -- The California Cut Flower Commission based here has released a CD-ROM as a companion to its flower and foliage catalogue, allowing users to download more than 300 high-resolution floral images. The disk includes all flowers, foliage and bouquets found in the CCFC catalogue, and can be used by growers and floral industry communicators in producing their own brochures, ads and promotional pieces, said Kathryn Miele, director of marketing.
Sunsweet Unveils Prune Promotion
PLEATANTON, Calif. -- Sunsweet Growers based here has kicked off a national promotion designed to reposition the image of prunes to fit active, younger females. An FSI, dropped Oct. 4, offered a 35 cents-off coupon for a free trial size of Sunsweet Lemon or Orange Essence Prunes. It also included information on a sweepstakes in which the grand prize is a plum-colored VW Beetle.
Participating retailers were given a custom display shipper stocked with 300 of the trial packs, as well as POS materials to incorporate into the Sunsweet display. An extensive radio advertising campaign was held, and television spots are also part of the media mix.
Date Firms in Marketing Alliance
COACHELLA, Calif. -- Sun World International and Desert Valley Date, both based here, have formed a "broad-based" fresh date marketing alliance that includes a global license for Desert Valley to use the Sun World name.
Under the agreement, Desert Valley will pack its own fruit as well as Sun World's under "Sun World" brand packaging for domestic and international distribution. Both companies produce and sell Deglet Noor and Medjool varieties of dates.
