Florette is hoping for fresh appeal among salad lovers with the launch of a £1m TV campaign ahead of the crucial summer months.
Under a ‘Raw Passion in a Bag’ strapline, the commercials go on air on channels including Channel Four and Channel Five from Monday (May 16) until June 12 on primetime slots. They are expected to reach more than seven million households.
Last year, the brand leader in prepared salads became the first in the category to advertise on TV and expects its latest campaign to at least double sales. The TV spend brings its total annual promotional investment to £2m in 2005, to include PR and store support.
Commercial director Sandy Sewell said: “Florette’s latest ad campaign will add extra zest to our strong sales performance.”
The campaign will feature the new Sweet Continental Salad which contains Lambs Lettuce, Lollo Rosso, Green Romaine and Butterhead, and has been specially tailored to UK consumers’ preference for sweeter-tasting salands..