The social slice of Florida Grapefruit

Winter in Belgium? Grey, cold, and dark… so we decided to bring the sunshine straight to your social media feed, together with the Florida Department of Citrus.

The goal: to inspire everyone to bring a fruity boost into their home and discover, share, and taste the grapefruit (a.k.a. the sun).

The social slice of Florida Grapefruit

Winter in Belgium? Grey, cold, and dark… so we decided to bring the sunshine straight to your social media feed, together with the Florida Department of Citrus.

The goal: to inspire everyone to bring a fruity boost into their home and discover, share, and taste the grapefruit (a.k.a. the sun).

A fresh challenge

The Florida Department of Citrus wanted to strengthen its presence on the Belgian market and grow into a recognizable, inspiring brand. At the same time, there was a need for more relevant content that truly connects with local habits, food moments, and lifestyle trends. The ambition was not just to stand out on supermarket shelves but to become top of mind and earn a place in consumers’ everyday lives.

The ambition? To boost visibility, grow an engaged community, and inspire consumers to make Florida Grapefruit part of a healthy lifestyle.

From strategy to community

For the Florida Department of Citrus, So Buzzy developed a social-first approach that put Florida Grapefruit in a fresh and relevant way in front of the right audiences. Built on a strategic content framework, we created a strong online presence that helped elevate the brand experience around the product.

Our approach combined channel and community management, content creation, influencer marketing, and advertising — including media planning. By combining consistent social content with active community management, we didn’t just build visibility — we created a lasting connection with the audience.

We also leveraged influencer marketing to further strengthen the campaign’s authenticity and credibility. Collaborations with relevant profiles helped bring Florida Grapefruit in an organic way to a broad and highly engaged audience.

Finally, a mix of social advertising and strategic media planning expanded reach and engagement among the right target groups. By using paid media in a smart and targeted way, we maximized both the visibility and performance of our content.

A fresh challenge

The Florida Department of Citrus wanted to strengthen its presence on the Belgian market and grow into a recognizable, inspiring brand. At the same time, there was a need for more relevant content that truly connects with local habits, food moments, and lifestyle trends. The ambition was not just to stand out on supermarket shelves but to become top of mind and earn a place in consumers’ everyday lives.

De ambitie? To boost visibility, grow an engaged community, and inspire consumers to make Florida Grapefruit part of a healthy lifestyle.

Everything in one punchy package

We managed the entire social story from A to Z: from strategy to creation, rollout, and optimisation. One integrated approach, no fragmented tactics.

We kicked off with an always-on content strategy running from December through June, translated into a monthly content calendar. This timing perfectly aligned with the seasonal peak of Florida Grapefruit — because when the fruit is at its best, our content performs at its strongest too. Every post was purposefully crafted for our core audience: women aged 25 to 45 with a passion for health and nutrition.

Influencer marketing played a central role in boosting awareness and engagement among a food-minded Gen Z and Millennial audience, in both Dutch and French. To achieve this, we collaborated with ten Belgian food content creators, selected for their relevance, visual style, and strong community fit.

Under the message “Bring the sunshine in”, we created warm, colorful content that focused on energy and wellbeing during the winter months. Authenticity was key, with accessible recipes and an emphasis on taste and ease of use. At the same time, the product’s origin was subtly woven into the storytelling, highlighting Florida’s subtropical climate and the grapefruit’s sweet, juicy flavor.

From strategy to community

For the Florida Department of Citrus, So Buzzy developed a social-first approach that put Florida Grapefruit in a fresh and relevant way in front of the right audiences. Built on a strategic content framework, we created a strong online presence that helped elevate the brand experience around the product.

Our approach combined channel and community management, content creation, influencer marketing, and advertising — including media planning. By combining consistent social content with active community management, we didn’t just build visibility — we created a lasting connection with the audience.

We also leveraged influencer marketing to further strengthen the campaign’s authenticity and credibility. Collaborations with relevant profiles helped bring Florida Grapefruit in an organic way to a broad and highly engaged audience.

Finally, a mix of social advertising and strategic media planning expanded reach and engagement among the right target groups. By using paid media in a smart and targeted way, we maximized both the visibility and performance of our content.

Everything in one punchy package

We managed the entire social story from A to Z: from strategy to creation, rollout, and optimisation. One integrated approach, no fragmented tactics.

We kicked off with an always-on content strategy running from December through June, translated into a monthly content calendar. This timing perfectly aligned with the seasonal peak of Florida Grapefruit — because when the fruit is at its best, our content performs at its strongest too. Every post was purposefully crafted for our core audience: women aged 25 to 45 with a passion for health and nutrition.

Influencer marketing played a central role in boosting awareness and engagement among a food-minded Gen Z and Millennial audience, in both Dutch and French. To achieve this, we collaborated with ten Belgian food content creators, selected for their relevance, visual style, and strong community fit.

Under the message “Bring the sunshine in,” we created warm, colorful content that focused on energy and wellbeing during the winter months. Authenticity was key, with accessible recipes and an emphasis on taste and ease of use. At the same time, the product’s origin was subtly woven into the storytelling, highlighting Florida’s subtropical climate and the grapefruit’s sweet, juicy flavor.

The paid layer also played a crucial role. We launched targeted campaigns to:

• Increase reach across Belgium
• Attract new followers
• Boost the visibility of our content

Thanks to paid advertising, our key message gained extra exposure and Florida Grapefruit stayed top of mind — exactly when the Belgian winter felt at its darkest.

Finally, we engaged Flemish and Walloon influencers, who shared their own recipes and content featuring Florida

Grapefruit. Each collaboration was set up as an Instagram Collab, ensuring the content appeared not only on the influencers’ feeds, but also on the Florida Grapefruit channels.

How food content creators made audiences crave more

How food content creators made audiences crave more

Results that taste as sweet as they look

Content & boosted performance

• From 0 to 1,051 followers on Instagram and 1,677 on Facebook
• Three contests with an average of 906 entries
• Average interaction rate per impression of 3.6%

Influencer results

• Increased brand awareness in Belgium through collaborations with 10 food content creators
• More than 835,000 views
• 10,156 interactions, resulting in an average engagement rate of 1.74%

From Florida sunshine to Belgian feeds

From strategy and content creation to influencer marketing and advertising: we managed the entire journey and helped turn the Florida Department of Citrus into a visible and relevant brand in the Belgian market. At the heart of our approach was a simple idea — bringing sunshine straight into consumers’ social feeds during the dark winter months, and making the brand feel natural, relevant, and top of mind.

Results that taste as sweet as they look

Content & boosted performance

• From 0 to 1,051 followers on Instagram and 1,677 on Facebook
• Three contests with an average of 906 entries
• Average interaction rate per impression of 3.6%

Influencer results

• Increased brand awareness in Belgium through collaborations with 10 food content creators
• More than 835,000 views
• 10.156 interacties, goed voor een gemiddelde engagement rate van 1,74%

From Florida sunshine to Belgian feeds

From strategy and content creation to influencer marketing and advertising: we managed the entire journey and helped turn the Florida Department of Citrus into a visible and relevant brand in the Belgian market. At the heart of our approach was a simple idea — bringing sunshine straight into consumers’ social feeds during the dark winter months, and making the brand feel natural, relevant, and top of mind.