Florette handed power over to the people to launch a new seasonal extension to its popular Duo range in response to sales success. The bagged-salad expert let Facebook fans decide the recipe selection, with Red Butterhead & Pea Shoots voted the mix of choice.
The Florette Duo range launched in May 2011 and in its first 12 months became the biggest premium brand in the category, with listings in a third of all bagged salad-selling stores. Importantly, half of sales have been incremental to the category. The seasonal launch has been timed to coincide with the increase in premium sales during the winter months, to help retailers maximise sales.
The new recipe of Red Butterhead & Pea Shoots was selected by Facebook fans from a choice of five mixes. Polling took place on Florette’s page, and marks the first time consumers have played a direct role in what ends up on shelf via social media.
To create standout on-shelf the pack has been designed in autumnal colours to match the seasonal mood. Florette is supporting its launch with a social media advertising and marketing campaign to drive awareness and trial. This will comprise of Facebook advertising delivering 4.5m impressions, recipe inspiration, consumer competitions and trials and an interactive game.
Elaine Smith, marketing manager at Florette, comments: “Our new seasonal Duo mix has been created to help boost category sales across the winter months. We know that the premium sector has the greatest category share during this period and this, coupled with the fact that premium shoppers spend more per shop compared to other bagged salad sectors, means there is consumer appetite for greater choice in this sector. Duo is already a successful range for us and its sales performance is proven. What is particularly exciting about this launch though is that we handed over the final choice of recipe mix to Facebook fans, so we know we’ve got the perfect seasonal pairing of leaves.”
Florette’s Duo range engages premium consumers and addresses the need to excite and inspire shoppers that want to be more adventurous with their salad choices. Duo pairs together the perfect leaf partnerships to deliver both taste and style, in a 70g grab bag. The two other offers in the range are Lambs Lettuce & Wild Rocket and Lambs Lettuce & Ruby Chard.
Florette’s seasonal Duo mix Red Butterhead & Pea Shoots is on shelf now, priced at £1.19 for a 70g bag.