Career possibilities

Fruits frais prédécoupés

Les enfants préfèrent les fruits frais prédécoupés à la cantine

En savoir plus

05/18/2015

FLORETTE TAKES TO TV IN BIGGEST-EVER MARKETING BURST

florette_crispy_bags_of_feelgood.jpeg

The UK salad brand returns to screens as part of a £6m investment

Following extremely positive feedback from retail customer to its new, optimised pack sizes and prices designed to reduce in-home wastage, UK salad brand Florette is embarking on a six-week inspirational TV campaign.

Florette will return to screens in June to drive category growth and brand loyalty with a programme that is expected to reach over 18.5millon households around the UK.

The execution, which celebrates the ‘Joy of Salad’, is scheduled alongside prime-time food and lifestyle programmes such as Coronation Street, Come Dine with Me and Sunday Brunch.

Elaine Smith, marketing controller for Florette, explains: “We’ve received a fantastic response from our retail customers to our reduced pack sizes and prices, new packaging and consumer-led on-pack communications and we are already seeing an upward trend in sales.

“The optimisation of our products was phase one of our objective to drive the category, and we are now entering phase two by bringing the rationale and inspiration behind our new-look product portfolio into people’s homes, thanks to our updated Joy of Salad creative.”  

The investment of £6m marks the largest-ever marketing spend for the brand and heralds the next stage of the company’s strategic overhaul of how it communicates and packages its leafy bagged salad range.

The aim of the changes is to help shoppers find the right amount of bagged salad for their needs, in order to help reduce in-home wastage and drive category growth.

The reduction in pack sizes, and importantly prices, also provides shoppers with greater clarity in the communication of flavour delivery and recipe inspiration on-pack, to motivate shoppers to be more creative with their salad by being better informed about the products they buy.

Elaine Smith adds: “Our latest TV execution aims to bring the enjoyment of salad creation and salad consumption to a wider audience. We want shoppers to be inspired by our products and create their own salad moments.”

The TV burst forms part of a wider marketing plan to target UK consumers via a versatile channel mix including TV, digital and social media activity.

 

For further information about the Florette brand, visit www.florettesalad.co.uk