Prepared salad specialist Florette is set to hit the nation’s TV screens on Wednesday with a new £2 million advertising campaign designed to showcase the brand’s ‘fresh-er-ness’ credentials, and capitalise on this summer’s ‘staycation’ season.
The campaign, launching a new Crisp to the Bottom of the Bag strapline, will run for six weeks during the key barbecue season and will have exposure alongside a number of high-profile ITV, Channel Four and Five programmes, such as GMTV, Coronation Street and Emmerdale, as well as on satellite channels.
The Crisp to the Bottom of the Bag campaign is aimed at highlighting Florette’s commitment to delivering quality salad leaves that are freshly picked from the fields and delivered quickly to the consumer. Using a combination of a merry band of enthusiastic salad pickers at work in the fields and featuring a tongue-in-cheek drive-thru fast food chain analogy, this light-hearted ad has been designed to emphasise Florette’s unique blend of freshness and quality.
Elaine Smith, marketing manager at Florette UK, said: "Following the success of the campaign in 2008, we are once again targeting primary shopping days and our key audience of ABC1 females, which is the highest buying audience. This year, our total campaign reach will be 77 per cent of all UK women. With many commentators stating that 2009 will not only be the summer of the ‘staycation’, but also a ‘barbecue season’ due to predicted good weather, it was important for Florette to have a strong TV presence during a period of high sales.
“As the only bagged salad brand on the market, we want to be instantly associated with alfresco dining and become a summer fridge essential item. The great weather seen over recent bank holiday weekends has resulted in good sales and, with the prediction of further good weather this summer, more good sales are still to come.
“We are confident that the ad’s playful twist will highlight the spirit and personality behind our brand, and the Crisp to the Bottom of the Bag messaging will resonate with an audience who want a quality product - Florette salads stay fresh for up to seven days.”
The Crisp to the Bottom of the Bag messaging will also feature on Florette Crispy and Mixed Salad bags from July onwards.
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