A major statewide advertising campaign created by Florida Department of Agriculture and Consumer Services to promote fresh local seafood, fruits and vegetables has delivered dramatic results.
Dubbed “Fresh from Florida” and largely funded from the state's financial settlement with energy giant BP after its 2010 Gulf oil spill, the innovative TV-based campaign began in late May, with 15- and 30-second commercials airing in all 10 of the state's media markets.
Susan Nardizzi, FDA's division director of marketing and development, spearheaded development of the program.
“The department had never done any statewide media advertising,” said Nardizzi, a veteran national advertising executive recruited by the Florida Agriculture Commissioner early last year to head FDA's marketing and promotional efforts. “They had done things like magazine advertising or a little bit of outdoor advertising or sponsorship deals with colleges and universities. But it had never been looked at as a major marketing campaign.”
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