Prepared produce specialist Florette has unleashed a mouth-watering blend of brand credentials and investment to inject growth into the declining prepared fruit category, kick-starting the assault with a £3m TV advertising campaign. Although the prepared fruit category is worth almost £240m, the market is in decline (-3% year-on-year, Nielsen 52 Wk 31/10/09), with only 1 in 3 consumers buying prepared fruit, compared to prepared salad which is purchased by 3 out of 4 consumers and is growing at 7% year-on-year (Nielsen 52 Wk 23/01/10). Florette is uniquely placed to readily unlock the huge opportunity that the category presents, thanks to a loyal franchise of over five million ABC1 consumers and a track record of employing product innovation, consumer insight and marketing investment to drive category growth.
This vision and track record is something that Florette’s retail partners instantly recognised and a major nationwide listing has already been secured with Tesco for the brand’s hand-cut fruit range, something which will be innovatively promoted in the new TV ad through a Tesco credit in the end-frame – a first for the category.
The fresh produce specialist is leveraging its success as the UK’s No.1 salad brand, to inject growth into the prepared fruit category by deploying a medley of brand support for Florette Fruit, comprising a year-long TV campaign, heavyweight PR programme, consumer press advertising and in-store promotional activity, all designed to drive awareness and prompt trial of the new range.
Elaine Smith, marketing manager at Florette UK explains:
“Consumers trust the Florette brand because they know it delivers superior quality, natural taste and longer lasting freshness – vital requirements for prepared salad and fruit alike. As we are already well aware thanks to our heritage in prepared salads, convenience is a key consumer driver and this is especially the case when it comes to fresh fruit because it is more often than not consumed as a snack. With so many natural synergies across salad and fruit and as the Florette brand is so synonymous with freshness, we can offer real value to the category – which is why we’re committed to investing £10 million in the category over the next 3 years with a host of product and pack options in development.”
The new TV fruit ad has been designed to highlight Florette’s commitment to delivering fresh, quality, tasty ingredients that are expertly delivered to the consumer. It is light-hearted in tone – like its salad predecessors – and features a group of dancing farmers designed to capture the vitality at the heart of the category, as Elaine Smith adds:
“We know that consumers love fruit and that there is a real passion and energy around this category. Our key audience is ABC1 females who want to eat more fruit and we’re confident that this vivid ad will resonate with them and highlight the benefits of Florette fruit, which is carefully hand chopped to ensure top quality pieces with no fuss or mess.”
Florette’s TV campaign started on 24th February, running to 19th March, with further bursts in May and December. It delivers 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 accompanying £0.5m consumer press advertising campaign, which will mirror the ‘dancing farmer’ theme, will kick-off in June, running across eight weeks in titles such as OK!, Grazia and Red, reaching 3.4m of ABC1 women and further driving awareness of Florette Fruit, during the key summer selling period.