The £5 towards a bottle of wine promotion launched on 16th January, running in-store for four weeks to drive awareness and frequency of purchase for the highly successful Duo range, by tapping into the in-home treating trend.
Designed to expertly pair popular mono leaves together in a handy 70g grab bag, the Duo range comprises Lambs Lettuce & Wild Rocket plus Lambs Lettuce & Ruby Chard, both priced from £1.19. By purchasing three bags of Duo from the same retailer, consumers can collect points which can be redeemed at a dedicated promotional site – floretterewards.co.uk – for a £5 gift card from the same retailer towards a bottle of wine.
The appealing new promotion will be supported by digital DM activity to drive consumers in-store and amplified through Florette’s Facebook pages with valentine dining and Duo recipe content helping inspire loyal followers and new fans alike.
Florette Marketing Manager Elaine Smith explains: “The Florette brand has a strong track record of marketing investment that engages with existing consumers, as well as attracting significant new users. We’re confident that this promotion will capture the imaginations of consumers looking for a helping hand with their in-home valentine celebrations and provide a welcome reward to the New Year shopping basket.
“The promotion will also provide a welcome boost to the fixture, injecting interest and inspiration to stimulate sales and category growth early in the year.”
It is no surprise that the Duo range will play such a major part in Florette’s £5m marketing investment in 2012, having been so successful for the brand and category during 2011. The Duo range launched in May 2011 won the greatest distribution listing of all branded bagged salad NPD launched last summer, delivering £1.1m in sales to date across Tesco, Asda and Sainsbury’s, translating into £450k worth of incremental sales for the Florette brand and equating to 38% of total premium salad growth.*
The Duo valentine promotion is the first of many investments by the bagged salad brand throughout 2012, as it looks to maximise the retail opportunities around key occasions and events including the Olympic Games, Euro 2012 and the Queen’s Diamond Jubilee, by providing fresh inspiration for the consumer as well as fresh touch-points.