Florette’s One Minute Wonder campaign reaches its creative peak next week. Three specially-created television advertisements go on air to inspire consumers to be more inventive with their salad dishes.
The multi-channel campaign challenged salad consumers to come up with quick and easy recipes via an on-pack competition. Five regional winners were shortlisted from a host of nationwide entries and judged by Florette’s Facebook community, with Nick Proctor from Macclesfield being crowned the winner with his Duck & Goats Cheese Medley.
His recipe will be featured in a new One Minute Wonder TV spot, with two further ads being created around popular Florette recipes. All three executions will be on air from 15 July to 25 August, running alongside shows such as Come Dine with Me, Nigella and Sunday Brunch.
Elaine Smith, Florette marketing manager explains: “Our One Minute Wonder campaign really shows how produce can flourish via digital channels. Our research is telling us that 40 per cent of consumers are looking for salad inspiration – they love their leaves, but are looking for fresh and tasty new flavour ideas so they can enjoy their salad even more.
“Nick’s winning recipe really shows just how quick and easy it can be to create an inspiring salad dish and we’re looking forward to sharing his creativity - on air and digitally - with salad consumers this summer to drive frequency of purchase.”
The prime-time TV exposure will be supported by a selection of on-line activity, with Facebook and digital advertising expected to deliver 4 million digital impacts. Florette’s core Crispy and Duo product ranges are at the heart of the campaign.
