Florette has unveiled a £3 million TV advertising campaign for the summer.
The spend, which represents a 20 per cent increase on 2017, kicks off on 1 May and runs for 17 weeks.The multi-channel activity also includes video on demand, display advertising and in-store support as well as PR and social media activity to inspire consumers with recipe ideas.
The campaign continues the 'Always Made with Sunshine' messaging and sees the return of the animated tractor, telling the story of how the brand ‘only grows where the sun goes’ in order to provide the very best tasting salad. Filmed in the fields of Murcia in Spain, the TV advert has been updated with a 20-second execution with a new end frame featuring its new-look Crispy salad and beetroot fridge pack.
Florette has also updated its packaging for the summer, with the new design aimed at offering a fresher, more natural look.
Marketing director John Armstrong said: “Consumer feedback following last year’s campaign showed high engagement with the ‘Always Made With Sunshine’ message. Sunshine is our secret ingredient - we follow the sun all year round to make sure that every salad leaf grown on our farms, in every bag, is grown with the perfect balance of temperature and natural light levels.
“It therefore made perfect sense to continue the sunshine message in this year’s campaign - the idea of fresh and healthy salad growing in sunny fields is instantly appealing and makes us feel happier. Our category insight reveals that shoppers are increasingly motivated to eat healthier food and include more natural and fresh ingredients in their diet, so we have responded to this with our campaign.”
Among the new products the brand is launching this summer are Florette Summer Mix and two side salad bowls, including a Sunblush Tomato & Olive salad, and a Taste of Italy Pecorino and Balsamic Salad. Florette has also created complete meal bowl offerings, including a Ham Hock and Cheese and Pasta Salad.
