Florette Baby Kale

Florette will be unleashing a super-powered marketing campaign to mark the launch of its Baby Kale range.

A £600,000 mixture of digital, print, press and underground advertising to target more than five million on-the-go health-conscious foodies.

Identified as ‘new wave healthies’, the salad brand believes these consumers have helped to shape Florette’s super-powered marketing strategy.

Florette will be attempting to spark kale conversation across social media, targeting foodies with adverts in publications such asThe Times, as well as launching a high impact 48-sheet poster campaign coupled with digital escalator advertising across London’s underground.

Elaine Smith, marketing controller at Florette, said: “More consumers than ever are realising the benefits of superfoods and with continued celebrity endorsement, curly kale is a firm favourite. Our latest creation puts a spin on this popular super leaf, which in its traditional form has to be cooked before eating. Baby Kale can be eaten raw in salads and smoothies – as well as being cooked, so it’s never been easier to enjoy all the health benefits of kale.

“For today’s busy consumer, convenience is essential and we wanted our marketing campaign to reflect this by targeting on-the-go foodies, whilst also inspiring them to get creative with their kale. By combining digital buzz with print, press, as well as billboard advertising in high footfall areas, we will be able to do just that and look forward to launching this exciting campaign in the New Year.”

Last year, curly kale was purchased over 14 million times, and the salad specialist believes this opens up a £3.3 million opportunity for the single leaf sector.

Smith added: “We believe that the positive positioning as a versatile ingredient, as a well as a superfood, will help to deliver incremental purchase occasions and incremental cash value to the rest of the single salad leaf category.”

Baby Kale is on sale now in 60g bags at an RRP of £1.29 in Tesco, Sainsbury's, Waitrose and Ocado, as well as other retailers.

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