Florette has launched a new TV ad in a £3 million advertising spend new for this year. The campaign is designed to increase brand penetration and frequency of purchase. It broke last week and is running alongside a number of high profile ITV, Channel Four and Five programmes, such as Coronation Street, Emmerdale, Ramsay’s Kitchen Nightmares and How to Look Good Naked.
Florette says The World of Florette campaign highlights its commitment to delivering top quality salad leaves that are freshly picked before being expertly delivered to the consumer. “Using a combination of a merry band of enthusiastic salad pickers at work in the fields and featuring a tongue in cheek drive-through fast-food chain analogy, the light-hearted ad has been designed to emphasise Florette’s unique blend of freshness and quality,” said Mark Newton, md of Florette UK. “This year has seen us significantly increase the spend of our advertising, resulting in a total campaign reach of 82 per cent of all UK women and 79 per cent of ABC1 females. This not only reinforces our strength and established standing in the marketplace, but also our ongoing investment in the bagged salad sector.”
Newton is also delighted that the brand is bucking the trend in the sector and outperforming the marketplace, now worth £37.8 million and growing at some 19.7 per cent against the market as a whole, which is worth £450 million and increasing at 0.7 per cent in value.
“We’re confident that the ad’s playful twist will highlight the spirit and personality behind our brand, helping us to engage further with the consumer and continue to drive this exciting brand forward,” he said.
Unsurprisingly Florette marketing manager Elaine Smith has carefully planned the timing of the campaign. “Thanks to the record-breakingly dismal summer of 2007, which starved everyone of the opportunity to enjoy the taste of alfresco dining, we’re in no doubt that consumers are going to be extremely eager to make the most of the first rays of sunshine this year,” said Smith.
Previous Florette TV initiatives have increased market penetration and driven brand recognition to 77 per cent of all ABC1 females.
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