Florette is launching a major new TV campaign in a bid to boost sales during the prevailing hot weather.
The five-week campaign runs from 18 May to 26 June and features the Crispy and Mixed ranges. It will be running alongside primetime shows on ITV, Channel 4, Five and various digital channels that will give it exposure to 76 per cent of households.
The promotion, which forms part of Florette’s largest-ever marketing spend of £3.5 million this year, will be backed by print advertising, sampling and promotional activity.
It follows last month’s unveiling of a new pack revamp. The new ads show salad leaves being harvested in the fields by a band of enthusiastic pickers, and feature a recreation of the same drive-thru analogy used in previous creatives.
“The brand has had a really positive start to 2011, kick-started by the fantastic March and April weather and this five-week TV advertising campaign will powerfully ensure that this momentum is maintained through the season,” said Florette UK marketing manager Elaine Smith.
“We know from investing in brand insight that our TV advertising really engages with consumers, continually helping to strengthen our brand share and supporting sales.”
Crispy and Mixed salad sales are up nine per cent and four per cent respectively so far this year against 2010, Smith added.
She said: “We’re confident the ad’s playful twist highlights the spirit and personality behind our brand and the messaging will resonate with an audience that wants a quality product.”
