Florette commercial director Sandy Sewell comments: “We are all set for an exciting summer of sport packed full of celebratory occasions and landmark events that will provide extensive opportunities to inspire consumers. The Florette brand has a track record of creating motivating messages to engage with new and existing consumers alike, injecting personality, innovation and interest to the fixture, and this summer will be a shining example of how we can extend the category’s peak season right through the summer and deliver substantial growth.
“The nation loves to celebrate – 24.5 million of us watched The Royal Wedding, 5,500 road closure applications were received for Royal Wedding street parties and over 3 million Olympic tickets have been sold. This all translates into a significant uplift in the number of summer food events that consumers will be hosting and even though many of these events will undoubtedly be planned to include a BBQ, because they centre on a key sporting occasion, we will still see events go ahead even if the weather is unsettled, they will just be moved indoors – along with the salad!”
Florette’s 2012 summer campaign is called ‘Summer of Feelgood’ and is designed to harness all the emotion of sport and celebration and build a connection with salad shoppers.
The campaign kicks off on 28 May and will see Florette working with sporting ambassadors Roger Black, Sally Gunnell and Colin Jackson. An on-pack promotion will be featured on 15 million bags of Florette salad, enabling shoppers to ‘bag a day’ with one of these sporting heroes, bringing interest and vibrancy to the shelf.
Along with the headline sporting hero day, which can be won by an individual, family or community, the promotion has a supporting tier of prizes giving customers the chance to nurture their sporting talent or just ‘feel good’ with a spectrum of prizes such as sailing and snowboard lessons, through to spa days and shopping experiences.
Florette is investing in a heavyweight package of digital support, including advertising, social media engagement and viral seeding, to further extend the campaign reach by building an engaging digital dialogue with consumers. TV and print advertising will also amplify the campaign.
HITTING THE SWEET SPOT
Florette is also set to bring sales growth opportunities with a major NPD development. The brand has taken its signature product, Florette Crispy, which is the number one salad in the category that delivers sales in excess of £30 million, and developed a new Sweet Crispy mix which Florette forecasts to increase sales by 20%.
The creation of a Classic Crispy and a Sweet Crispy line has been designed to satisfy the palettes of existing Florette fans, as well as attract significant numbers of new shoppers by delivering against the reputation of the original product and offering an even tastier and even better-looking Crispy product to deliver value and inspiration to the bagged salad shelf.