Florette pushes nutritional benefits in £3m ads

Pre-packed salad brand Florette is to capitalise on the healthy-eating trend with a £3m pro-motional push that includes TV advertising.

Florette, which claims to be the only salad brand to advertise on television, has boosted its marketing budget from £1m last year. The campaign will highlight the nutritional qualities of its products, with ads broadcast on terrestrial and satellite channels next month.

The brand will also introduce a new strapline, 'Florette, raw passion ... in a bag'.

Created by Hooper Galton, the advertising depicts farmers singing the names of salad leaves in operatic style. Media planning and buying was handled by The Media Shop.

Soleco, the French food manufacturer that owns the Florette brand, picked Hooper Galton to handle its advertising in February, following a three-way pitch.

The campaign comes as the government develops break bumpers to promote healthy eating as part of its 5 A Day programme (Marketing, 18 August).

The ads will be aired using donated airtime.


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