A singing tractor is the star of a new £2.5m ad campaign as Florette shakes up its brand messaging.
The salad giant has unveiled details of a new multi-channel campaign focusing on an Always Made with Sunshine message, which taps into feelings of health, freshness, happiness, nature and taste, according to the company.
A TV ad, which will be on air from 25 April around holiday, travel and food programmes, was filmed in the fields of Murcia and tells the story of how the brand ‘only grows where the sun goes’ in order to provide the best-tasting salad.It is part of attempts to convey the message that its large network of farms across Europe ensure that only leaves that have had the perfect balance of temperature and natural light levels are harvested.
A lighthearted element of the ad comes in the shape of a singing and dancing tractor, which jives along to Nik Kershaw's classic 'I won't let the sun go down on me'.
The TV push will be backed by a multi-channel campaign that includes video on demand, on-pack and in-store support, as well as PR and social media activity aimed at inspiring consumers with recipe ideas.
Marketing director John Armstrong said: “Florette always follows the sun to ensure that only the very best quality leaves make it into each of our products and thanks to our network of farms, it’s what stands us apart.
“Sunshine is a powerful territory that speaks to everyone – just thinking about salad leaves grown in sunny fields is much more appealing and immediately makes us feel happier and healthier. Through our new campaign we want to impart these positive feelings and inspire shoppers to buy into the category.”
In what looks set to be a busy year for the company, which has a number of new faces within its senior team, Florette revealed it is shortly to launch two new 'slaws' - Thai sweet chilli and yoghurt and mint. Described as light and ideal for BBQs, the single-use lines come with a sachet of sauce and have an RRP of £1.19.
It follows the recent unveiling of Superfood and Smoothie mixes, and further innovation in beetroot is in the pipeline following the purchase of Axgro Foods.
“In diversifying our product range, Florette is pioneering category growth and responding to consumer insight that shows that although shoppers are more interested in healthy eating than ever before, they still need to be inspired by what they see on shelves,' said Armstrong.
“As market leaders, it is our responsibility to steer progress through innovation. We’ve got a sensational line-up of products planned, which we believe will shake-up and invigorate the fresh category.”
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