Magazine article Marketing

Flora Drops Old Slogan in TV Ads

Magazine article Marketing

Flora Drops Old Slogan in TV Ads

Article excerpt

Van den Bergh Foods is scrapping the "blooming generation" Flora ads in favour of a new |pounds~3.5m TV push designed to stave off encroaching own-label lookalikes.

The brand, worth |pounds~190m, is donning catchlines from a 60s Eartha Kitt hit in the new work through agency Still Price: Lintas.

The campaign will also feature direct mail to five million homes, promotions, press and radio work, which will bring total spend over the next 12 months to more than |pounds~8m. Van den Bergh Foods marketing manager Frans van Rongen hopes the effort could add half a point to Flora's 24% market share in yellow fats. "That would be worth around |pounds~4m in annual sales," he says.

The TV work comes after Flora beat rivals to be the first yellow fat with an "added Vitamin E" claim once government restrictions were relaxed last month.

Van Rongen sees propositions like this as vital if Flora is to keep ahead of increasingly powerful retail brands. …

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