Prepared produce specialist Florette has sprinted out of the blocks in 2011 with a major health and fitness-themed campaign designed to reach 15m consumers.
The ‘Fresh New You’ campaign kicked off on 1 January 2011 blending heavyweight national press spend with online advertising, promotional activity plus a multi-channel partnership with Weight Watchers magazine and Weight Watchers online including money off vouchers to engage with the value and health-hungry consumer.
Florette marketing manager Elaine Smith explains: “The Florette brand has a strong track record of marketing investment – having spent in the region of £8 million over the last 3 years – that engages with existing consumers, as well as attracting significant new category users. We will be hitting the tough times head on in 2011 by rolling out our biggest marketing spend to date, to stimulate sales and category growth.”
National press adverts will create impact across The Sun, Daily Mail and Mirror promoting discounts on Florette Crispy and Mixed salads and the campaign has also been designed to maximise the growing popularity of online grocery shopping something that really plays to the quality and shelf life strengths of the Florette brand as Elaine Smith adds:
“When consumers buy from the online fresh fruit and vegetable aisle they want to be sure that the product arrives in as fresh a condition than as if they had chosen it from the shelf themselves, together with the knowledge that it will go the freshness distance. That the Florette brand is so synonymous with quality and freshness reassures the online shopper and online retailer alike.”
“Times will be tough for another 12 months as consumers remain cautious and focus on saving rather than spending. More tightening of purse strings will inevitably mean consumers demanding more than ever from their fresh food options and 2011 will see consumers gravitate towards those brands that offer them the reassurance of the freshest quality products that will go the distance and provide value for money.
“We’re confident that the ‘Fresh New You’ campaign will give the Florette brand a powerful presence during the key New Year selling period, supporting our portfolio by leveraging the seasonal appetite for health and wellbeing.”
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