The UK prepared salad specialist Florette has devised a thermal advertising package designed to offer a more targeted consumer campaign and marketing impact this summer.
The salad brand hit the screens in late April with a £3 million advertising campaign designed to increase brand penetration and frequency of purchase. The World of Florette campaign is being aired 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.
The 2008 campaign is a first for Florette in terms of the size of the advertising spend, and also because it is the first year that the campaign has been aired for the duration of the summer season. The decision to utilise a more innovative thermal package highlights Florette’s strength in the marketplace, as well as its ongoing investment in the bagged salad sector.
Florette marketing manager Elaine Smith said: “The decision to focus on a thermal package campaign this summer was due to the very poor weather experienced in 2007. This year, we wanted a TV advertising campaign that was more flexible, to enable us to advertise when the weather is warm and better prompt the consumer into purchasing salad, i.e. while they are in a ‘warm weather mindset’. And as our current sales figures clearly show, which are 19.7 per cent up on 2007; consumers have been doing just this, and have been eagerly making the most of the first rays of sunshine of the year.”
The thermal package will run for 10 weeks from the end of June until early September, and will be determined by regional weather forecasts, using a minimum temperature benchmark of 20°C for the north and 22°C in the south of the UK.
No comments yet