Florette has set in motion its mission to ‘inspire’ with a multi-channel campaign designed to help the category realise its £1billion potential.
The potent campaign is borne out of Florette’s extensive category management project that is being used to help the prepared salad category unlock the potential for £1billion of sales. Florette identified that increasing frequency of purchase is key and created a 2013 marketing campaign split into two parts to achieve this – motivation and inspiration.
Motivation takes the form of Florette’s Bags of Feelgood campaign which ensures salad is front of mind at the start of the salad season and when weather conditions are prime, but new for 2013 is the innovative One Minute Wonder campaign, which will help drive frequency of purchase by inspiring consumers to be more creative in the kitchen and on the plate.
The campaign has salad adorers and acceptors (40% of consumers) in its sights and is challenging these salad-savvy consumers via an on-pack competition to come up with quick recipes that could go on to be featured in the brand’s TV advert – and then cleverly playing back the user-generated content via a digital ‘legacy’ programme.
One Minute Wonder will deliver the inspiration, achieving 4m digital impacts and reaching ABC1 target consumers thanks to exposure for the winning recipe within a prime-time TV slot from the summer-long advertising schedule. As part of the campaign three new TV executions will run throughout July and August.
Elaine Smith, Florette marketing manager explains: “Our One Minute Wonder campaign really shows how produce can flourish via digital channels. It is a natural extension of our Bags of Feelgood platform which successfully delivered strong consumer appeal in 2012 by reinforcing all the positive reasons why consumers eat salad, rather than solely focusing on diet. Our research is telling us that 40% of consumers are looking for salad inspiration – they love their leaves, but are looking for fresh and tasty new flavour ideas so they can enjoy their salad even more. And crucially, these recipe ideas need to be quick to prepare and readily accessible, which is why One Minute Wonder invites consumers to tell us how they can make a delicious salad in just 60 seconds – which we will then share with other inspiration-hungry consumers.
“We’ve seen an excellent response to our on-pack promotion and have drawn five regional winners who have been put to the test at a special cook-off. The shortlisted recipes are being judged by our Facebook community to select a winner. The winning recipe will then be created into a new TV execution which will be aired alongside food and lifestyle programming in August to further reach our salad adorers and acceptors, who we know will be tuning in to foodie shows such as Come Dine with Me, Nigella and Sunday Brunch.”
Knitting all of the main competition activity together will be feelgoodrecipes.net, a hub for inspirational salad recipe content that is both brand and user-generated. This will be supported with Facebook and digital advertising to boost on-line traffic and create social buzz and a One Minute Wonder game application on the Facebook page. The game marks new digital ground for Florette and will enable consumers to create their own recipe digitally. Helpful functionality, mySupermarket.co.uk, will enable consumers to simply click and buy the ingredients they use in the game and on feelgoodrecipes.net – helping to convert all the feelgood into commercial opportunities.