Florette is aiming to harness some more passion for its bagged salads this summer with a new ad campaign.
The company is throwing a new ‘raw passion’ tack into press ads set to appear in a range of food and women’s magazines, including Delicious, Cosmopolitan and Heat.
Aimed at reaching the brand’s main target market of young working women, three ads each feature the magnified features of different salad leaves to resemble aspects of the human body, such as skin or veins, in order to promote the nutritional benefits of eating salad.
Meanwhile, the company has launched smaller bags aimed at tapping into the meal-for-one arena or two-to-share opportunity.
A range of offerings (rsp: 89p) are hitting chillers now, including a 90g Tender Green Salad bag featuring Lambs Lettuce, Green Batavia and Escarole. Another, Medley Salad, weighs in at 120g.