Florida Department of Citrus

Leigh Killeen - Deputy Executive Director, Domestic Mktg.

BBDO Atlanta *Lead Agency

Heather Gorman - EVP, Creative Director
Jeff Spillane - EVP, Creative Director
Peter Bunarek - SVP, Sr. Group Acct. Director
Lisa Carlton - VP, Acct. Director
Jaimie Donohue - Sr. Acct. Executive
Rich Santiago - SVP, Director of Behavior Planning
Matt Silliman - VP, Director of Digital Operations

PHD

Sonya Svaty - Director, Planning
Robyn Martin - Assoc. Media Planner

The traditional sit-down breakfast is disappearing in America. This is the story of how orange juice remained relevant in the face of intense beverage competition, shifting consumer attitudes towards breakfast foods and the growing obsolescence of the meal it has been paired with since the 1930s. Our Take on the Day campaign resulted in increased OJ relevance but most importantly, increased consumption. People who saw our advertising were more likely to perceive OJ as providing more value than other fruit juices and consumed 1 more glass of OJ per week.