Prepared produce brand Florette has made a massive £3 million investment in a TV ad campaign for its prepared fruit lines, set to go live next week.
Sandy Sewell, commercial director at Florette, said: “We are really excited - there is a big opportunity in prepared fruit. The level of penetration is only running at about 37 per cent compared to prepared salads, which is about 75 per cent.”
The prepared fruit category has taken a dip in the recession following years of steady growth, and Sewell believes the market is ready for some brand investment. He said: “Florette is uniquely placed to unlock the huge opportunity that the category presents, thanks to a loyal franchise of more than 5m ABC1 consumers and a track record of employing product innovation, consumer insight and marketing investment to drive category growth.”
The TV ads will go out in three bursts - the first from 24 February to 19 March, the second in May and a third in December for the pre-Christmas market.
A press and PR campaign targeting ABC1 women will support this in June. The ads build on the dancing farmers idea that has proven successful for Florette in its previous on-screen salads campaigns.
And reflecting the nationwide listing Florette has secured with Tesco for its fruit range, a Tesco credit features in the end-frame of the advert.
The Florette fruit range has seven products: snack and family pots of prepared pineapple, melon medley and a mixed fruit medley of grape, pineapple, watermelon and orange, as well as a snack bag of apple and grapes.
Florette has also announced it is committed to investing a further £7m in the prepared fruit category over the next three years.
Sewell told freshinfo that negotiations with other retailers are ongoing and Florette hopes to secure shelf space in time for the summer.
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