Florette, the purveyors of fine, overpriced, bagged salads have announced that they’re going to use the Met Office to time their 2013 “feel good” ad campaign.
Out of those who buy bagged salads only buy them in the summer when the sun is shining and the pressure to get bikini ready is high. So Florette have teamed up with M2M to release it’s”feel good” ads to coincide with the good weather.
Which is basically, never.
They plan on monitoring factors such as the probability of rain and predictions for temperature and UV levels, to decide when to place ads across TV, press and digital during May and June.
According to CampaignLive “M2M will give less than 48 hours’ notice to media owners, to target consumers when the weather is best. The digital and social media campaign will also use geographic targeting to communicate the campaign in parts of the country where the sun is shining.
The “feelgood” TV ad will air around family programming on ITV, Channel 4, Channel 5 and on digital channels, with a 40-second edit screened based on weather data, while a 10-second edit will be shown in pre-planned slots.”
Elaine Smith, the marketing manager for Florette said: “Driving frequency of purchase is especially significant this summer because we don’t have the same packed schedule of ‘feelgood’ sporting celebrations [as in 2012].
“Our campaign is carefully designed and timed to motivate salad selectors – who we know from our research are driven by the summer weather, social events and family gatherings – by ensuring that when the sun is shining, Florette salad will be front of mind.”
As well as being Editor here at The Spin Alley, Rachael is also a freelance journalist and blogger covering lifestyle, travel, culture, entertainment, media and online life for online and print publications.