A refreshingly simple campaign



Florette, a brand belonging to European leader Saladexpress, recently entered the Quebec market. The brand was little known in the province, and the roadblocks preventing people from consuming bagged vegetables were all too real. Many people are prejudiced against these products because they falsely believe that they “aren’t fresh”. We thus needed to make the brand highly recommendable by highlighting its main attribute: the remarkable freshness of its products.


To create a simple yet impactful awareness campaign setting forth both the freshness of the products and their convenience for consumers – precut, prewashed, premixed.


Using simplicity as leverage, the equation came naturally. The imagery used directly and almost literally highlighted Florette’s various attributes… while combining them to its freshness. And presto!


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