Florette has unveiled a new TV ad campaign as part of plans to add £30m of value to the brand in the next three years.
The bagged-salad leader currently has a brand value of £55.4m on the back of 12.3 per cent growth in the past year, and has a 10.6 per cent share of the market. However Florette believes it can reach a 15 per cent share by 2015, according to marketing manager Elaine Smith.
A new TV advert, which replaces the “drive-thru” creative which has run since 2009, focuses on a couple in the kitchen enjoying themselves while preparing food.
Moving away from purely focusing on the freshness of the product, the campaign aims to connect with how consumers feel, tying in with the overall message of 'feelgood' that is running through Florette's 2012 marketing.
“The new ad feels more energetic and positive, showing a couple marking the salad together,” said Smith. “It's about making salad tasty, and that uplifting element is key. We wanted one message to unite consumers.”
The 40 second ad kicks off a five-week stint on 4 April on primetime TV, and is expected to reach 83 per cent of ABC1 women in the 35-plus age range. A 10 second cutdown, plus two other 10 second slots focusing on Sweet & Crispy and Duos respectively, have also been created.
The adverts, alongside a press campaign in Hello, OK! and Good Food, will all feature the new Florette 'burst' logo and the strapline 'Bags of Feelgood'. The brand is also ramping up its digital and social media activity in a bid to get more younger consumers engaged, as well as launching a Feelgood Friday newsletter every week.
Florette's marketing spend this year is £5m, and Smith predicted it would at least remain at that level over the coming three years.
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