With a fresh new pack design to showcase, Florette has invested in a high-profile TV advertising campaign to engage with consumers and further boost retail sales in what is proving to be a record-breaking season for the category. The new pack is staring alongside Florette’s iconic Crispy and Mixed ranges on the small screen until 26 June.
Florette’s five week TV advertising campaign forms part of its biggest annual marketing spend to date of £3.5m. The brand, which has a strong track record of investment in the category, is combining TV, print advertising, sampling and promotional activity.
Through a combination of primetime slots on ITV, Channel 4 and Channel 5, as well as a variety of popular digital channels, the TV advertising campaign will position the Florette brand in front of 76 per cent of households.
Elaine Smith, marketing manager at Florette UK, comments: “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.
“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 – our Crispy and Mixed salads are up 9% and 4% respectively on 2010. So with another powerful TV advertising campaign to support the brand underway we’re looking forward to securing a record breaking summer – come rain or further shine!”
Florette launched its new pack design last month across its full product range. The new design incorporates increased product visibility, clearer labeling and brighter colours, all of which convey the brand’s superior freshness.