Florette is aiming to drive purchase frequency with a summer marketing campaign that kicks off with TV advertising on 26 April.
The prepared salads specialist has been working on a category management project that gives it a greater understanding of consumer habits. The aim is to be able to communicate with shoppers at the right time and with the right “touch point” to suit their individual needs, a spokesperson for Florette said.
The brand has “a mix of thermal and geographic marketing activity” planned better to prompt the consumer into purchasing salad whilst they are in a “warm-weather mindset”, the spokesperson said.
Florette has found that a third of bagged-salad shoppers usually only buy during the summer months, but by engaging with these consumers early on in the season when the TV campaign starts, Florette hopes to increase these consumers’ buying frequency and unlock incremental sales.
This season’s initiative represents a £5 million investment and will build on 2012’s Bags of Feelgood campaign. There will be targeted bursts of multi-channel activity throughout the summer and the campaign will support existing and new-for-2013 mixes from Florette’s core Crispy and Duo product ranges.
Elaine Smith, Florette marketing manager, said: “Bags of Feelgood delivered strong consumer appeal for us in 2012… with especially excellent response rates digitally. The positioning helped us to successfully reinforce all the positive reasons why consumers eat salad, rather than solely focusing on diet. Our brand investment this year will focus on two key growth opportunities that we have used our category management insight to identify: motivating salad selectors, as well as inspiring salad adorers and acceptors.”
Florette is combining TV, national press advertising, retailer-targeted outdoor advertising and digital activity to put the brand in front of 37 million adults and 19 million ABC1 adults. But it is the campaign’s tight targeting that is the fresh approach for this year. Smith said: “Driving frequency of purchase is especially significant this summer because we don’t have the same packed schedule of sporting celebrations. Our campaign is carefully designed and timed to motivate salad selectors – who we know from our research are driven by the summer weather, social events and family gatherings – by ensuring that when the sun is shining Florette salad will be front of mind.”
Three major bursts of TV advertising are planned and these will also include sunshine-planning criteria that will enable Florette to weight on-air presence subject to sunshine levels.
The campaign’s digital support has also been designed to reach consumers while the sun is shining. Florette will be combining geographic targeting with the real-time capabilities of digital channels, to drop brand messages into those parts of the UK that are enjoying the sunshine. A thread of search-engine-optimisation activity, online recipes and Facebook advertising will also drive brand awareness, whatever the weather.
