Savvy lands £5M integration campaign for Florette

Florette is set to launch its biggest ever marketing campaign in 2012. The £5 million push will promote its existing bagged salad ranges along with the brand’s 2012 NPD.

A three pronged marketing campaign has been devised and created by Savvy Marketing. The Leeds and London based integrated marketing agency will be working with Florette to launch a key summer promotion as part of the overall 2012 marketing strategy.

An engaging retail activation campaign will bring the best of Great Britain to the salad aisle. This will be in support of an above the line campaign and will be launched cross retail. An on-pack competition and in-store promotion will drive digital engagement, incentivising the consumer to interact with the Florette Facebook page, amplifying the brand post activation.

Capitalising on the sporting celebrations of 2012, the objective of the campaign is to encourage consumers to eat more healthily and be more active.

Florette marketing manager, Elaine Smith said;

“We are thrilled to be working with Savvy to deliver our summer campaign. We have been really excited by their ideas and are looking forward to seeing them come to life. Savvy’s expertise in shopper marketing and their knowledge of the sporting landscape are of huge benefit to the initiative.”

Savvy Marketing CEO and founder, Catherine Shuttleworth said;

“We are delighted to have been appointed by Florette to launch its key marketing drive for 2012. This summer the two prongs of our business will work in partnership, to maximise on our experience in both retail activation and sports marketing to really deliver something special to the consumer. 2012 is an exciting opportunity for the retail market and we plan to make sure Florette is at the forefront of it.”