Florette salads picks Talk for £1.5m task

Florette, the prepared salad brand, has appointed Talk, a Leeds-based advertising agency, to handle its &£1.5m business.

The agency which pitched against five other undisclosed agencies, is to create Florette’s first television campaign, which will aim to bolster the brand’s growing presence in the UK’s main supermarkets.

Media will be bought by The Media Shop.

The ads, which break on March 25, will appear on ITV in breaks around breakfast programme GMTV, and on satellite and cable, during the summer months. The ads will carry the tagline “Never Forgette Florette”, and will be supported by a print campaign in the consumer and specialist press.

Florette marketing manager Eric Fleurance says the company is running an above-the-line campaign because of its improved distribution channels. Florette is already available in Tesco and Safeway and is due to be launched in Sainsbury’s this week. Fleurance adds that his company is also in talks with Asda about stocking the brand.

He says: “We’ve been in the UK for 13 years but because we are now distributed widely we want to increase consumer awareness of our brand. We believe TV is the way to do this. Although the campaign is about building awareness, we expect sales to grow by a minimum of 20 per cent during the advertising period.”

Florette is part of Soleco UK. As well as producing branded salad products it also makes branded prepared vegetables for stir fries and soups. The company’s main competitor is supermarket own-brand ranges.

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