Florette is a brand of fresh, ready-to-use salad, vegetables and fruit. It focuses on the quality of products it offers. Florette Salad comes from three farmer owned co-operatives which have merged together to form a member base of 12,000 farmers.
The UK bagged, ready to eat, salad market had become increasingly commoditised, with retailer’s own brands dominating the fixture and market share. Florette needed to reassert its position as the leading branded offer within the market, and command a price premium vs own label.
We worked closely with Florette’s lead creative agency, Dentsu, and carried out both quantitative and qualitative research, amongst a variety of consumer groups. We spoke with people who buy into the brand, as well as those who currently don’t. Starting broadly, we worked to understand motivators behind different meal types, as well as pinch, and guilt points. Attitudes to brand were also thoroughly explored, alongside perceived user impressions.
Our work helped uncover and highlight the power in the UnFloretteable proposition and advertising idea that has been rolled out across media. Reaction to the idea has been universally popular, proving memorable, and delivering a strong call to action at a brand and fixture level.