Florette is launching a £1 million television advertising campaign in January to promote its new Steam Vegetable range, bringing its total marketing budget over the £3m mark for the first time.
The four-week campaign begins on January 3 and continues the passionate farmers theme seen in the bagged salad giant’s 2006 TV ads.
It has been created and produced by the London-based Hooper Galton Agency, and will be aired nationally on all major channels in the UK and Ireland including Sky, ITV, GMTV, Channel 4 and 5, TV Three and Ireland AM.
Elaine Smith, Florette’s marketing manager, said:“This new £1m spend means Florette’s total marketing budget tops £3m for the first time.We are launching into the January health and fitness season, a natural for this product placement.”
Launched this autumn, Florette’s steamed veg range includes a choice of three prepared mixes with sauces in-pack.
“The range is designed to add interest to the £442m prepared-veg category and appeal to health-conscious consumers. The products are convenient, easy to use and well priced at £1.99, according to the company.
“Florette is now the first fresh produce manufacturer to advertise both prepared salad and vegetables on TV,” said Mark Newton, md of Florette UK. “Our research showed the prepared-veg category as a natural progression for Florette. We can offer consumers our expertise in the sector plus the comfort of a strong brand name which they know and trust.”
A supporting PR campaign and strong retailer activity will accompany the adverts’ launch in January.
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