News (archive)
Getting Inside Consumers is Key for Texas Citrus
- TexaSweet launches "Get Inside...What's In You?" Consumer Campaign - Mission, TX - October 19, 2003 - It's what's inside that counts and TexaSweet is on the road and all over cyberspace with this message to help remind consumers that getting the good stuff inside can be as easy as explaining Texas grapefruit and oranges fit into the mix of fruits and vegetable offerings utilizing the 5 A Day Color Way message and materials. "This season TexaSweet is charged with reaching out to consumers through an intensive public relations focus and coming up with a great campaign was key to making sure this would be a success, "said Lucy Garcia, Public Relations Director. "Our new message and our materials are definitely cutting edge and are a great fit for reaching out to today's media savvy health conscious consumer that expects information in an entertaining format." TexaSweet has spent the summer creating consumer and trade materials reflecting the "Get Inside...What's In You?" message and incorporated it into a new website to be launched by the end of October, as well as in materials for consumer events and media placement. The new campaign was rolled out during the 10th Annual Workout In the Parks sponsored by Self Magazine and benefiting the Komen Breast Cancer Foundation. TexaSweet introduced the campaign to the Charleston, Chicago, Minneapolis, New York, Boston, Los Angeles and San Francisco markets by reaching out to over 14,000 fitness minded consumers through citrus recipes, 5 A Day materials and fruit sampling. The campaign will continue to be rolled out at other consumer events with health and fitness minded consumers in mind when it's introduced at the world famous New York Marathon and Expo to take place November 2, 2003. This will be the first time Texas Rio Star Grapefruit will be sampled at the marathon with over 10,000 participants given the opportunity to sample the fruit. Melinda Goodman, Executive Director commented, "I am pleased by the aggressive and creative approach the TexaSweet board of directors and staff are taking to reach out to consumers. We're in a new time and that time calls for new messages that make Texas Grapefruit attractive to the consumer. Our goal was to find new partnerships that gave our program greater reach in interesting venues." This season is promising to be exiting as TexaSweet reaches out to consumers with a steady stream of media placements, as well as many new activities planned to build awareness through a chef spokesperson, school programs, spas, restaurants and e-newsletters 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.
October 10th, 2007