Florette has teamed up with three British Olympic medallists for a sports-themed on-pack promotion this summer.
It has signed up Colin Jackson, Roger Black and Sally Gunnell to be the official “faces” of Florette bagged salad, supporting a number of ‘summer of feelgood’ on-pack and in-store promotions.
Special bags will go on sale on 28 May - just ahead of UEFA Euro 2012 and the Olympics - sporting the faces of Jackson, Black and Gunnell, and offering shoppers the chance to “bag a day” with one of them. Winners can ask them to attend local events or hold training sessions in local communities.
The promotion will run across all Florette’s main salad brands - Mixed, Crispy, Duos, Sweet & Crunchy, and Bistro - until the end of August.It will be supported by advertising on Facebook and a viral video campaign featuring Black “confessing” his addiction to bagged salad. Black will also participate in store visits.
The campaign with Jackson, Black and Gunnell is the first phase of Florette’s £5m marketing campaign in 2012, which will also include TV ads and a brand repositioning campaign.