The bagged salad specialist’s World of Florette TV campaign only aired when the temperature reached 20 degrees in the north and 22 degrees in the south.
Without revealing how often the ad ran, Florette said its message was only broadcast at a time when consumers were in a ‘warm weather mindset’. This had helped Florette gain 20% higher summer sales growth than in 2007, it said.
The brand also picked up 900,000 new customers and boosted penetration and recognition, according to MD Mark Newton.
“The thermal activity certainly met its objectives in terms of giving us the regional flexibility to air when temperatures hit a certain level,” he added.
Florette would be investing in TV and national press advertising as well as in-store and online promotions in 2009, Newton said.