Florette TV advert - end frame

Florette is set for a £5 million investment in a new multi-channel marketing campaign.

The 2014 scheme will encompass offline and digital media activity including TV, video on demand (VOD) and online display, and will follow the format of the brand's One Minute Wonder campaign.

Three TV executions, each featuring a salad recipe, will air from 14 April in a bid to drive frequency of purchase by inspiring consumers to be morecreative in the kitchen and on the plate.

Elaine Smith, marketing controller at Florette, said: “This year, we are building upon the successes of our 2013 marketing campaign with a continued focus on inspiration.

“With many consumers looking for salad inspiration, our latest One Minute Wonder campaign will deliver recipe ideas that satisfy their creative ‘itch’ as well as being quick to prepare and readily accessible.”

TV executions will deliver inspiration to target consumers through TV exposure during time slots such as ‘Come Dine With Me’ and ‘Sunday Brunch’.

To coincide with the activity, a digital element of Florette’s One Minute Wonder execution will be activated that will complement the theme of inspiration.

Sales of Florette grew by 27.2 per cent while the brand featured on TV.