UK salad brand Florette is to embark on a six-week 'inspirational' TV campaign, including alongside one of the UK's most popular TV shows.
Florette will return to screens in June to drive category growth and brand loyalty with a programme that is expected to reach over 18.5 millon households around the UK.
The execution, which celebrates the ‘Joy of Salad’, is scheduled alongside primetime programmes such as long-running soap opera Coronation Street, and food shows Come Dine with Me and Sunday Brunch.
Elaine Smith, marketing controller for Florette, said: “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 firm's marketing investment of £6 million 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.
Pack size changes and a redesign were introduced last month.
Florette says 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.
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