Market leading salad brand, Florette, will be brightening up TV screens again this summer with the return of a multi-channel campaign to engage salad shoppers with its ‘always made with sunshine’ message.
The campaign sees the return of the animated tractor and tells the story of how the brand ‘only grows where the sun goes’ in order to provide the very best tasting salad. Filmed in the fields of Murcia in Spain, the TV advert has been refreshed with a 20-second execution with a new end frame featuring its new-look crispy salad and one of its most successful new products – the beetroot fridge pack.
The campaign, which will be on air from 1 May and will run for 17 weeks, is supported by a £3m media spend, a 20% increase on 2017. The multi-channel activity also includes video on demand, display advertising and in-store support as well as PR and social media activity to inspire consumers with recipe ideas.
This follows the launch of Florette’s new packaging, which has a fresher, more natural look and feel using a contemporary colour palette, and also focuses on the ‘Always Made With Sunshine’ and farmer-owned messaging.
John Armstrong, marketing director,commented, “consumer feedback following last year’s campaign showed high engagement with the ‘Always Made With Sunshine’ message. Sunshine is our secret ingredient – we follow the sun all year round to make sure that every salad leaf grown on our farms, in every bag, is grown with the perfect balance of temperature and natural light levels.
“It therefore made perfect sense to continue the sunshine message in this year’s campaign – the idea of fresh and healthy salad growing in sunny fields is instantly appealing and makes us feel happier. Our category insight reveals that shoppers are increasingly motivated to eat healthier food and include more natural and fresh ingredients in their diet, so we have responded to this with our campaign.”
This year will also see the launch of a range of exciting new products, including Florette Summer Mix and two side salad bowls, including a sunblush tomato & olive salad, and a taste of Italy Pecorino and Balsamic Salad and Florette’s new complete meal bowl offerings – which will include a Ham Hock and Cheese and Pasta Salad.
Armstrong added: “As market leaders, Florette continues to inject excitement into the category with the launch of a number of innovative new products and exciting new meal bowls, designed to provide convenient and healthy solutions for consumers.”
For further information about Florette products and for recipe inspiration, visit www.florettesalad.co.uk.