News (archive)
TexaSweet Tempting Consumers To Pick Texas Citrus
-TexaSweet launches -Live the Sweet Life- Consumer Campaign Mission, TX-November 6, 2005--TexaSweet spent the Summer revamping logos, materials, website and more in efforts to reflect a more consistent and prominent message about their products. Consumers were front of mind in developing the new image and slogan Live the Sweet Life. The slogan was developed with our consumerýs tie to the classic Rio Star Grapefruit. "We are fortunate enough to have a wonderfully traditional product in our Rio Star Grapefruit. We have found that our grapefruit sparks so many life memories simply by scent and flavor," said Lucy Garcia, Executive Director. "This season TexaSweet is reaching out to consumers through an intense public relations push to generate the buzz about our new take on life and how citrus fits into making it so sweet. Our new look is much more contemporary and materials like our new consumer cookbook are a great fit for reaching out to todayýs media savvy consumer expecting information in an entertaining format." The slogan also fits into the retail side of citrus promotion. New materials with information aimed at the life minded consumer were developed with retailer and consumer needs in mind. New POP kits consisting of 4 channel strips were developed featuring nutrition, handling and preparation information. Category development tools such as a two year promotional planner featuring merchandising tips and holiday planning information as well as a back room poster for quick category reference have also been sent out to retailers across the nation to help push out the slogan to consumers. The new campaign will be launched at various trade events such as the International Hotel & Restaurant Show in New York City as well as marathons, womenýs shows and food & wine events across the nation. This season is promising to be exiting as TexaSweet reaches out to consumers with a steady stream of email newsletters, media placements and many new activities planned to build awareness through a school programs and partnerships with culinary programs all while continuing to develop and foster relationships with retailers at the consumer affairs level. TexaSweet Citrus Marketing Inc., chartered in 1962, represents the domestic marketing and promotional interests of growers and shippers of fresh Texas Grapefruit and Oranges. ###
November 6th, 2006