Florette is launching a new ‘Sweet Crispy’ salad mix, backed by a multi-channel marketing campaign this summer.
Sweet Crispy will feature in new adverts alongside Classic Crispy with a new creative positioning, which will ask consumers to choose ‘What’s Your Flavourette?’ – Classic or Sweet. It will see Classic and Sweet go head-to-head in a rap battle, with surprising personas used to represent each mix – a fierce little girl for Classic Crispy and a sweet yet strong man for Sweet Crispy.
The campaign, which will be live from the beginning of May until August, is supported by a £3 million media spend. The multi-channel activity also includes video on demand, paid social and digital display advertising, as well as PR and social media activity to inspire consumers with recipe ideas.
Sweet Crispy is available in 135g and 85g bags, RRP £1.50 and £1 respectively.
Florette said the new combination has been developed to respond to consumer demand for a milder version of its bestselling Classic Crispy. Sweet Crispy includes a combination of leaves - red butterhead, lambs lettuce, Apollo, and red multi-leaf.
Marketing director John Armstrong said: “Consumer feedback showed a demand for a milder version of our iconic Crispy range. While it is still our top-selling product – and has been since it launched in the UK 30 years ago - we recognised a need to appeal to a wider, and changing, range of tastes, which we believe we have successfully achieved with the new Sweet Crispy mix. It maintains the versatility, colour and signature crispy texture of the Classic product, with a sweeter flavour.
“Our new creative campaign – ‘What’s Your Flavourette?’ – is a fun way for consumers to assess whether they are ‘Team Classic Crispy’ or ‘Team Sweet Crispy’. Our category insight also shows that healthy eating will continue to be a major shopper trend this year, so we will be providing recipe ideas for both products to inspire a variety of eating occasions.”
The launch of Sweet Crispy follows the debut of Florette’s Superfood ‘Vitality Mix’ earlier in the year, which partnered with Diabetes UK. The brand will also be expanding its lunch bowls offering and build on its successful beetroot product.
Armstrong added: “As market leaders, Florette continues to inject excitement into the category. 2019 will see the launch of a number of innovative new products and exciting new meal bowls, designed to provide convenient and healthy solutions for consumers.”