Unique ‘thermal’ TV campaign for Florette increases sales by 25%

How’s this for innovation? A TV campaign for Florette salad bags that only kicks in when the temperature hits 20°C in the north and 22°C in the south (it’s colder up there!).

We devised this summer sizzler to help Florette respond to their multiple retailers’ pressure to both stimulate the market and increase sales beyond the conventional bank holiday weekend barbecue peaks where TV had previously been focused.

The additional ‘thermal’ campaign involved first propositioning two competitive TV networks with a unique, innovative and complex buying strategy. One TV station in particular embraced our challenge and we worked with them to set the criteria for deployment of our campaign strategy. By using ITV's regional weather forecasts, regional variances were factored in.

Results

Our new strategy delivered 12 weeks' TV advertising activity during which time sales increased by 25%.
 The campaign led to increased distribution and it supported countless PR opportunities.

The Media Shop has proved to be an excellent media partner, delivering highly cost effective and well targeted campaigns on a consistent basis.

In addition they added considerable consumer value, through creating innovative new ways of reaching our consumer base with ideas such as the ground breaking 'Thermal Package', which extended our summer campaign by two months in an incredibly efficient manner and generated considerable trade PR for the brand as a bonus.

Creative