To let consumers know that Florida's Natural is owned by the orange growers and would never import their juice, we used an actual grower to start a blog about what he would do with a crate of imported oranges he was sent. God knows they weren't going in his juice.

In addition to rich media banners, we seeded the campaign with content posted on You Tube, My Space, Facebook and Instructables

Here is a summary of the whole campaign.