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Florida citrus fruit growers have launched an innovative marketing campaign to boost grapefruit juice sales.

The Florida Department of Citrus has employed a marketing firm using consumer databases and printing technology to specifically target grapefruit juice consumers based on their individual purchase behaviour.

Shoppers will receive printed communications delivered at the checkout, including messages designed to educate the consumer, as well as coupons offering significant savings when purchasing more grapefruit juice.

The campaign will use established localised food consumption surveys and databases to get lapsed grapefruit juice buyers back into the category, increase the frequency of their purchases and encourage current buyers to purchase more at each checkout.


Sectors: Soft drinks, Water

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