Member Article

BJL showcases Florette’s sunshine credentials in TV campaign

Uplifting ad reminds shoppers ’we only grow where the sun goes’ and reinforces the brand’s ’Always Made with Sunshine’ promise

Campaign introduces animated tractor ’Rocket’

BJL is helping Florette stand out from the crowd this summer with an upbeat new TV campaign celebrating the salad brand’s natural growing credentials.

The film launches on April 25th and showcases the sunny environments where their leaves are grown and picked.

Reminding viewers, ‘we only grow where the sun shines’ the TV ad is a combination of CGI and live action. The commercial was shot by acclaimed director, Steve Cope, at 2AM, who worked in partnership with the team at Cherry Cherry VFX to bring the character to life.

Audiences will be introduced to an animated English tractor called ‘Rocket’ that travels through beautifully sunlit UK and European Florette farms to gather crops.

Filmed on Florette’s farms in Murcia, Spain, the uplifting advert has Nik Kershaw’s ‘I Won’t Let the Sun Go Down On Me’ as its soundtrack.

The campaign will run throughout 2017 and be supported by on-pack, print advertising and PR.

John Armstrong, Florette’s Marketing Director, said:

“We wanted to bring customers closer to the way we work, to highlight how we grow and collect our leaves and to allow people to see our natural, sun-kissed growing fields for themselves.

“BJL’s creative approach has struck just the right tone, providing a perfect blend of film and animation, showcasing our English and European partnership – all backed by a really evocative soundtrack.

“We hope it will help make Florette stand out from the crowd when customers are choosing salad this summer.”

Speaking about the campaign, BJL Creative Director, Leigh Wallace, said:

“When you reach for a bag of salad, we want you to reach for the one that is ‘Always Made with Sunshine’. Our Florette tractor on his epic journey, following the sun, singing along to “I won’t let the sun go down on me” aims to trigger that preference in customers’ minds.”

This was posted in Bdaily's Members' News section by C Franks .