Florette targets 'new wave healthies' with £600,000 Baby Kale push
Florette is marking the launch of Baby Kale with a mixture of digital, print, press and underground advertising set to target on-the-go health conscious foodies.
With £600,000 of investment the salad specialist is targeting a group of consumers, identified as ‘new wave healthies’, who have been snapping up curly kale in recent years.
“More consumers than ever are realising the benefits of superfoods and with continued celebrity endorsement, curly kale is a firm favourite. Our latest creation puts a spin on this popular super leaf, which in its traditional form has to be cooked before eating. Baby Kale can be eaten raw in salads and smoothies – as well as being cooked, so it’s never been easier to enjoy all the health benefits of kale,” explained Elaine Smith, marketing manager at Florette.
“For today’s busy consumer, convenience is essential and we wanted our marketing campaign to reflect this by targeting on-the-go foodies, whilst also inspiring them to get creative with their kale. By combining digital buzz with print, press, as well as billboard advertising in high footfall areas, we will be able to do just that and look forward to launching this exciting campaign in the New Year.”
Campaign activity includes sparking kale conversation on social media, adverts in consumer titles such as Good Housekeeping and the Times, as well as 48 sheet poster campaign and digital escalator advertising across London’s Underground.