Central Florida's Agri-Leader
We often use commercial breaks to take our own breaks away from the television, however, over the past few weeks, the Florida Department of Agriculture and Consumer Services (FDACS) has been airing commercials that are making Floridians want to stay right in the room.
These new commercials promote Florida’s agriculture and aquaculture products and the “Fresh From Florida” brand by incorporating the products into tasty, easy-to-prepare recipes. The recipes, such as Honey Citrus Glazed Grouper and Berry Citrus Salad, are made with Florida fresh ingredients like honey, orange juice and grouper, as well as strawberries, blueberries, pecans, citrus and arugula — which are all in season.
“Our campaign is called ‘Recipes,’” said Susan Nardizzi, division director of marketing for FDACS. Nardizzi explained that there are two 30-second commercials and two 15-second commercials currently appearing in all 10 of the largest Florida TV markets. Chef Justin Timineri, Florida’s culinary ambassador, created the featured recipes shown on the commercials.
The commercials show that healthy meals can be created using fresh Florida products and that such meals can be made quickly and easily, even on the busiest of nights.
“There is an ongoing demand for convenient, easy-to-prepare recipes,” said Nardizzi, who said that the marketing department at FDACS was able to pinpoint what was most important to consumers through focus-group research. The research’s primary target audience was women, 35-54, who are the primary household grocery shoppers. Hence, the idea for how the commercials came about.
The commercials showcase the products using close-up shots while the recipe is being made before one’s very eyes. The commercials end with a family at the dining table enjoying the wonderful creations.
So far, the campaign has been a huge success.
“During the first two weeks of the commercials airing, traffic to our website has more than doubled,” said Nardizzi, who explained that echoing the campaign’s success is the fact that retail grocery stores have purchased more of the products featured in the commercials to have on hand. Furthermore, grocers have had positive input from consumers about the new commercials.
Thanks to the success, the future looks bright for the campaign. There are more “Recipe,” commercials that will be aired in later months. One upcoming commercial focuses on a recipe for Sweet Pepper Stir-Fry Shrimp, made with orange juice and tri-colored bell peppers, while another shows a Corn, Tomato and Avocado Salsa being made with locally grown tomatoes, corn, avocado and a squeeze of lime.
In addition to the television campaign, print ads are also running in magazines such as: Coastal Living, The Food Network, Woman’s Day, Good Housekeeping, Redbook, Garden and Gun, and Everyday with Rachel Ray. Additionally, online banner ads will soon be featured on a number of recipe sites including the foodnetwork.com and myrecipes.com.
The FDACS has plans in the making to extend the campaign beyond this coming year and in more markets.
“Since there are 300 commodities in our state, the possibilities are endless,” said Nardizzi, who mentioned that they are currently speaking with agricultural associations and industry leaders about future possibilities.
The commercials are important for Florida in many ways. They promote the brand of products from Florida and they also help associate the logo “Fresh From Florida” with the fresh, delicious products coming from our state. Besides that, the commercials educate consumers about how to make fresh, delicious meals in a short amount of time, which ultimately keeps families healthier, happier and, of course, fuller.
All recipes and the commercials can be accessed at: freshfromflorida.com.