Florette, the leading brand of prepacked salad, will benefit this month from a new £2.8m TV campaign running from May 2-30.
The promotion will be appearing on ITV, C4, Five, GMTV and satellite channels, as well as in Ireland on TV3.
The 30 second and 10 second slots target key shopping days and both May bank holidays. These will be supported by ‘As seen on TV’ stickers on the packs in store.
The theme, which runs under the title ‘Fresh from the Field’, focusses on Florette's expertise in salad growing and is filmed on location using enthusiastic pickers and dew laden leaves.
"We want to build on the success of last year's campaign, which won 70 percent brand recognition and dramatically increased market penetration," said marketing manager Elaine Smith.
The raw material recall recently experienced on one batch of lambs' lettuce, which was grown in France and was not from Florette's own factory, has not affected sales, the company reported.
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