With Florette set to launch its biggest-ever UK marketing push in 2012, the salad specialist has turned to integrated marketing agency Savvy Marketing to devise and create its upcoming campaign.
The £5m (€6m) push will promote Florette's existing bagged salad ranges, as well as the brands' new product developments for the year.
As part of the marketing campaign, a retail activation drive designed to bring the 'Best of Britain' to the salad aisle will back an above-the-line campaign, Savvy noted, while an on-pack competition and an in-store promotion will drive digital engagement.
The campaign looks to capitalise on the numerous sporting celebrations taking place throughout the year, with the objective of encouraging consumers to eat more healthily and be more active.
'We are thrilled to be working with Savvy to deliver our summer campaign,' said Florette marketing manager Elaine Smith. 'We have been really excited by their ideas and are looking forward to seeing them come to life. Savvy's expertise in shopper marketing and their knowledge of the sporting landscape are of huge benefit to the initiative.'
