hero image

Florette hands integrated marketing brief to WAA

04th Feb 2008

Florette product pack

Florette, the leading bagged salad brand, has appointed WAA following a four-way pitch. The deal is initially worth six-figures. WAA's remit is to develop marketing initiatives that drive brand penetration and sales volumes while communicating Florette's brand values to consumers.

As a part of its pitch, WAA developed a campaign proposition for Florette - 'as fresh as it gets'. This aims to give the brand a sharper consumer positioning which reflects not just the product attributes but also its brandleader status.

WAA's first brief is to deliver a series of advertising and sales promotion campaigns which bring the proposition to life. The first campaign, which hit supermarket shelves across the UK in January, features a cross promotion brokered by WAA with Virgin Active, one of the largest health and fitness club chains in the UK. The promotion offers consumers the chance to win an exclusive £5000 makeover or annual gym memberships in addition to free gym passes and half price Heaven V beauty treatments for every entrant.

A campaign website - www.asfreshasitgets.co.uk - has also been created by WAA to support the promotion.

Elaine Smith, Florette marketing manager, comments: "WAA impressed us with their retail credentials, their strategic analysis of our brand, consumers and competitors, and their commercially focused recommendations. We were looking for an agency that could be trusted to act as a fully integrated, strategic marketing partner to Florette, and I believe we have found just that in WAA."

Jacqui Lennon, WAA managing director comments: "Florette is a household name and a terrific brand to add to our portfolio of clients. The campaign developed by WAA is hard working and utilises a variety of marketing channels in order to meet Florette's commercial aims. The campaign is the perfect illustration of why integrated communications agencies such as WAA are best placed to connect brands and their consumers in the most effective and efficient manner."