Florette has ramped up its summer marketing campaign with a TV ad for its new PepperCressline.
The single-leaf pack was introduced by Florette last month, and represents the bagged-salad giant's first new product launch of 2014.
The ad, which continues the One Minute Wonder format, has been developed to drive frequency of purchase by inspiring consumers to be more creative in the kitchen and on the plate.
Entitled 'Naomi's Chicken and Prosciutto with Fiery PepperCress', the 30-second ad is described as communicating a 'fun and fiery' theme. It tells the story of hot chillies worshipping the salad bowl, with the other ingredients being sacrificed into the 'fiery pit of doom'.
Some 70 per cent of ABC1 women will be targeted alongside shows such as Come Dine With Me, Sunday Brunch and Dinner Date. The push is being backed by digital activity showcasing the versatility of PepperCress in recipes such as soups, smoothies and pasta dishes.
'Our insight indicates that salad consumers were craving inspiration and new tastes in salad,' said Florette marketing manager Elaine Smith. 'This is something we are addressing with the new TV execution, which we anticipate will inspire consumers to get more creative with their salad ingredients.'
You can view the full advert below.
