There's a new but familiar face of Florida Citrus: FOX Sports reporter and Tampa native Erin Andrews.
Andrews follows in a long line of celebrities representing the industry, including athletes like Yogi Berra, Arnold Palmer and singer/beauty queen Anita Bryant.
"Erin Andrews was an absolute perfect fit. She obviously has deep ties to the state of Florida, very popular because of her work as a sports reporter," said David Steele, a spokesperson for the Florida Department of Citrus. "She's got all kinds of crossover appeal and she's a die-hard fan of Florida orange juice."
The $200,000 deal makes Andrews the spokesperson through mid-July.
Steele acknowledged the announcement comes as the Citrus Department continues to recover from a down market.
"We've had things like weather and disease that have certainly taken a big toll," he said.
Karen Post, a Bay Area brand expert, called Andrews and excellent choice.
"She's appealing to both men and women, young and old. She's sexy, she's beautiful, she's smart," Post said. "I think brands have to constantly be reinventing and showing new faces because the consumer face has changed."
Andrews was not available for comment. Steele wouldn't rule out extending her deal depending on how things go.
FOX 13 / WTVT-TV
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