Florette is planning to put its brand where consumers can’t ignore it as it looks to capitalise on the new year healthy eating drive and attract new shoppers.
The branded salad market leader is spending £520,000 in the first quarter of 2016 on store marketing that includes media touch points, competitive pricing, promotional and digital activity.
The marketing activity, which Florette says will ‘disrupt’ the shopping journey and put the brand front of mind, includes digital and static billboards with a reach of up to 1.6 million, and trolley panels in the top 150 stores.
There will be particular focus on the new Superfood Salad, with in-store and online tastings, as well as a sampling campaign targeting commuters in London, Birmingham and Manchester.
“Florette’s new marketing strategy is all about targeting shoppers where it matters most, to help drive conversion at the fixture,” said Florette UK marketing controller Elaine Smith. “In order to disrupt the shopper journey, we want make sure Florette is front of mind and plan to reach shoppers before they enter the store and whilst they are making their final purchase.
"Digital activity and product sampling will also help drive awareness of our new Superfood Salad offering.”
Florette pointed out that despite lacklustre summer weather, the leafy prepared category is still outperforming the total vegetables and grocery categories, thanks mainly to increased shopper frequency and an extra 440,000 new shoppers having entered the category.