Fresh Express, the salad-producing subsidiary of Chiquita, has announced a multi-faceted campaign to help ramp up sales of the company’s innovative line-up of salads in the US.
Full-page print ads in leading lifestyle publications under the tagline ‘A Salad Experience So Uniquely Fresh, Other Salads Wilt in its Presence’ will provide the backbone of the campaign.
The consumer campaign will run from September to December, as Fresh Express intends to drive national brand awareness and trial of its new Fancy Greens - a blend of romaine, green tango, radicchio and carrots - which builds on the success of two other recent introductions, Gourmet Café Salads, Tender Ruby Reds and Sweet Tender Greens.
Last year, Fresh Express launched Sweet Tender Greens and Tender Ruby Reds, each harvested and grown in select regions to ensure various flavour and leaf-size qualities.
Joe Huston, Chiquita vice-president of salads and healthy snacking, said: “We are proud of the fresh, flavourful eating experience we provide to consumers every day through our retail partners. For more than 80 years we have brought excitement to fresh produce through innovation. Today, our exclusive varieties and unique lunch solutions deliver a delicious and more satisfying way to experience salad.
“We combine lettuces to optimise fresh flavour and ensure a variety of textures and vibrant colours. In addition to broad scale national print media, the campaign will also be supported by beautiful in-store signage and other national elements to create consumer interest in the items and add value around the brand.”
New recipes have also been developed to feature alongside the advertising campaign and can be found on the company’s website.
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