Florette is driving brand awareness to new heights as recent market research carried out on behalf of the company shows its £2.8 million TV campaign this summer has surpassed expectation.
Brand recognition rose impressively to 77 per cent among ABC1 UK viewers, and 79 per cent among UK women aged 25-40; key targets for the Florette range of salad mixes.
Consumers showed strong and positive recall of the campaign, with “seen the TV advertising” featuring in the top four responses for the first time. Additionally, Florette entered Marketing Magazine’s Ad Watch Top 10 for advertisement recall.
Reaction was also enthusiastic to the advertisement’s storyline and tag phrase, “Fresh from the fields of Florette”, in which passionate salad growers illustrate the brand’s dedication and expertise in salads.
Mark Newton, managing director of Florette UK, said: “Our market research shows that our 2007 TV ad campaign has more than succeeded in communicating our freshness and quality message.
“Florette is also making its strongest gain yet in brand awareness and recognition.
“Florette continues to outperform the market, and has grown by over eight per cent in the past 12 weeks, accounting for almost half of all category growth.”
Florette’s TV ad campaign targeted key shopping days during the early summer, with additional support in store. The channels chosen were ITV, C4, C5, GMTV and satellite channels, as well as TV3 in Ireland.
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