Salad brand Florette is aiming for the skies this summer after teaming up with the UK’s leading tour operator, Jet2holidays to launch an “UnFlorettable” on-pack promotion.
Launching on 1 May, and appearing on over six million packs of Florette, shoppers have the chance to win one of 100 Jet2holidays vouchers, each worth £3,000.
The brand has also appointed food and lifestyle guru Megan McKenna to support the campaign. The collaboration will see McKenna produce exclusive recipe content for Florette, inspired by top holiday destinations.
Florette hopes the new partnerships will appeal to both current and new shoppers who are keen to travel and experience new cuisines while highlighting the great taste and versatility of its products.
The on-pack and celebrity partnership forms the second phase of Florette’s “Taste of Adventure” activity, which saw Florette launch a range of Gourmet Slaws last month – inspired by flavours of the world.
“We took blue-sky thinking quite literally this year, said Martin Purdy, commercial and marketing director at Florette UK.
“As consumers seek out new food experiences, our research has shown almost a quarter of people (24 per cent) book a holiday destination based on the ability to try new foods and flavours. With over 70 destinations available to choose from with Jet2holidays, this campaign gives shoppers the chance to travel and experience delicious authentic dishes while inspiring them to think a little differently about the bag of Florette in their fridge.”
The UnFlorettable on pack promotion will run until 31st July across stores including Co-op and Spar, and across Florette’s Classic Crispy, Mixed and Baby leaf & Rocket products.
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