How did OJ become a breakfast favourite? 

If you are a fruit lover, then you would agree that there is no better way to kickstart your day than with a tall glass of freshly-squeezed orange juice (OJ). For generations, orange juice has been a breakfast staple, thanks to its refreshing flavour and health benefits. But is that the only reason behind OJ becoming a unanimous choice for the day’s first meal all over the world? Certainly not! The credit goes to a smart advertising campaign and a flu pandemic! So, pour yourself a glass, and let’s trace the history of orange juice and discover how it became a breakfast staple. 

The surplus conundrum  
During the early 1900s, America was in love with oranges from Florida and California. These juicy delights were shipped coast to coast and enjoyed in homes across the country, either fresh or squeezed into a delicious glass of juice. Florida was especially renowned for growing 4 mouth-watering varieties of oranges. However, in 1909, Florida found itself with a surplus that the market just couldn’t handle. Faced with a tough decision, the California Fruit Growers Exchange (CFGE) committee had to think fast. With profits on the cards, the committee opted to boost demand for oranges instead. For this, they hired Albert Lasker, an American advertising executive from the Lord and Thomas firm. It was now up to Lasker to try and sell more oranges to the American population. Let’s see what plan he came up with! 

The ‘Drink an Orange’ campaign  
The CFGE joined forces with Lasker to explore the ins and outs of retail store operations. They quickly discovered a major pain point: Store attendants hated making freshly squeezed orange juice. The time-consuming process and messy clean-up made the drink unappealing to both retailers and consumers. This realisation led to the development of juice extractor! This was a game-changer that allowed for easy and convenient access to freshly squeezed orange juice.  

So, in 1916, Lasker seized the opportunity and launched the innovative ‘Drink an Orange’ campaign. The campaign included a juice extractor and a pair of oranges in a bundle and reminded people of the health benefits of orange juice. The powerful marketing message convinced Americans that a daily glass of orange juice would significantly improve their health, leading to a more than double increase in orange consumption per serving. Lasker’s innovative thinking and clever marketing revolutionised how people viewed and consumed orange juice, solidifying its place as a staple in the American diet. 

The flu pandemic  
There was another trigger too behind orange juice becoming a breakfast staple. After the 1918–1919 flu pandemic, people were on the hunt for healthier food options. This is how orange juice entered the scene again! Touted as a nutritious drink packed with calcium and vitamin C, the juice quickly gained popularity. At the same time, CFGE, who also produced lemons, were trying to work with Lasker to push their production of lemons. Lasker combined lemons and oranges in a marketing strategy by making orange juice a healthy drink for the morning and lemon a healthy drink for the afternoon and the rest of the world started followed it soon. Talk about the impact of advertising brilliance on our daily habits!