Florette gives consumers a taste of sunshine

Market leading salad brand Florette is returning to TV screens this summer with a new multi-channel campaign to engage salad shoppers with its Always Made with Sunshine message. At the heart of the media campaign is a new TV advert filmed in the fields of Murcia in Spain, which tells the story of how the brand ‘only grows where the sun goes’ in order to provide the very best tasting salad.

Florette, which has a large network of farms across Europe, ensures that only the leaves that have had the perfect balance of temperature and natural light levels are harvested – meaning that every leaf has been grown in the sunshine.

John Armstrong, Marketing Director commented: “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.”

The new TV advert, which went on air on Tuesday 25th April, features a tractor as the hero which travels across the fields of Europe to harvest only the best and freshest leaves. The multichannel campaign also includes video on demand, on-pack and in-store support as well as PR and social media activity to inspire consumers with recipe ideas.

This year will also see Florette inject some excitement into the fresh category with a number of innovative new products, including a range of slaws. These follow the Smoothie Mix that was launched in January and is proving popular with consumers.

John Armstrong added: “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.

“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.”

FLORETTE UK & IRELAND LTD

Tel: 01543 250 050

www.florettesalad.co.uk

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