Florette positions itself as a 'feel-good' brand
Market research bureau Innofact asked 1,000 female consumers about their 'moment of well-being', as requested by Florette. This showed that around 38% of those questioned wished every day that they had more time. Also, almost 84% of the women valued fast, yet healthy, food.
This is the group Florette is targeting. The convenience lettuce's female buyers are working, young and dynamic. And they are stressed. They want to break free from life's daily rut and relax. Florette shows itself to be a specialist in the theme once again in 2013, just like last year. The brand started the year with a big promotion: since January 450,000 packages of lettuce have received offer stickers. They point the consumer to prize games on the website www.florette.de. 35 photo cameras are being given away here, with which the winner can capture their best 'feel good' moment.
At the point of sale, brochures will be present in the springtime with healthy lettuce recipes, but also with practical tips for a relaxed day-to-day life. On Florette's new Facebook page the theme 'well-being' will also be central.