Prepared produce brand Florette is investing in an extra media burst for its new fruit range.
This is the second stage for the company’s hand-cut fruit range campaign, after initial high-profile TV advertising drove sales by 50 per cent in March.
Building on its reputation as the UK’s best-known salad brand, Florette is deploying a medley of brand support for Florette Fruit.
The integrated campaign comprises a £3 million TV advertising campaign, a PR programme and consumer press advertising. In-store promotional activity has already raised awareness and prompted trials of the new range.
The TV campaign first aired in February and promoted the fruit range’s first nationwide listing through a Tesco credit in the end-frame - a first for the category.
Elaine Smith, marketing manager at Florette UK, said: “Our TV ad delivered exposure alongside high-profile ITV, Channel Four and Five programmes... to target 70 per cent of all housewives on their primary shopping days. The light-hearted ad... really engaged our target audience, resulting in a 50 per cent uplift of sales in Tesco during airing. We are delighted with this... which is why we have committed to another burst of TV from 28 April to 31 May.”
Florette is also kicking off an accompanying £500,000 consumer press advertising campaign, which mirrors its dancing farmer theme.
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