A pre-Christmas advertising push by Florette saw a boost in sales of 28 per cent, the supplier claimed.

The television ads, which aired on ITV1 from December 19-23, also featured during the central ad-break in top-rated soap Coronation Street.

The £100,000 investment in the short campaign appears to have paid off, according to commercial director Sandy Sewell.

“It all went very well and we saw a 28 per cent uplift in sales, over and above what we were experiencing in December.

“I actually spent a day merchandising in a Sainsbury’s store and saw the benefit of the ad first hand.”

He said Florette is now planning to repeat the successful campaign during 2006 and even upping the brand’s spend: “We’ll be aiming to do what we did last year again, with our TV advertising kicking off around Easter and running until the middle of May.

“We’ll be doing some further advertising in July and also repeating our Christmas activity again. We’re increasing the ad spend as well from £2 million last year to around £2.5m this year, and possibly higher.”

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