Leading prepared salad producer Florette has launched a high profile £2.5 million television and PR campaign to further boost its brand awareness in the UK.

During the summer, the salad giant will up its television presence, with more adverts planned for key public and bank holiday dates in May, July, August, and then again over the Christmas period.

Spending 50 per cent more on the campaign than last year, the company hopes the coverage will attract even more new customers than in 2005.

Mark Newton, md of Florette UK, said: “Brand awareness for Florette has increased from 51 per cent to 60 per cent since we began advertising on TV. An extra 344,000 households now buy Florette, and numbers are increasing all the time. Florette 2006 campaign will build on this success.”

In support of this, Florette has stepped up its brand image, launching a ‘new-look’ logo and packaging for clearer product differentiation. The pack also provides leaf information, serving suggestions and ingredients.

In addition, the company is embarking on a nationwide campaign to drive awareness in-store, with tasting sessions and on-pack promotions planned for the rest of the year.

It will also launch a competition in magazines to create a new Florette salad, with the winning recipe printed on packs in the summer.

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