Florette and Mr Plant Geek Partnered on a New Campaign
Michael Hemsworth — July 16, 2022 — Marketing
References: florettesalad & conveniencestore
Florette and Mr Plant Geek have announced a new partnership to bring a campaign to market in the near-future that will help to reposition the brand's perception. Mr Plant Geek AKA Michael Perry comes as a prime candidate for the partnership given his gardening and TV presenter background, which could help to leverage some of his following to consider Florette products. Perry will be the brand's horticultural expert with exclusive content being produced for the brand along with a sponsorship of The Plant Based Podcast.
Commercial and Marketing Director at Florette UK Martin Purdy commented on the Florette and Mr Plant Geek partnership saying, "We know that consumers don’t just buy a product, they buy into brands that share their values. While we successfully communicate the freshness and convenience of our products, credentials such as Florette’s farmer owned status and sustainable, environmentally conscious farming credentials have not been the focus until now. We’re delighted to be partnering with Michael who shares our passion for all things plant based – whether that be agriculture and the food we grow, to inspiring recipes that are fresh and delicious."
Commercial and Marketing Director at Florette UK Martin Purdy commented on the Florette and Mr Plant Geek partnership saying, "We know that consumers don’t just buy a product, they buy into brands that share their values. While we successfully communicate the freshness and convenience of our products, credentials such as Florette’s farmer owned status and sustainable, environmentally conscious farming credentials have not been the focus until now. We’re delighted to be partnering with Michael who shares our passion for all things plant based – whether that be agriculture and the food we grow, to inspiring recipes that are fresh and delicious."
Trend Themes
1. Plant-based Campaigns - Opportunity for brands to partner with plant-based influencers for their campaigning and produce exclusive content.
2. Gardener-backed Partnerships - Growing trend to leverage gardening and horticultural influencers to reposition brand perception.
3. Sustainable Farming and Agriculture - Increasing focus on sustainable and environmentally conscious farming practices as a way for brands to differentiate themselves and appeal to consumers.
Industry Implications
1. Food and Beverage - Brands can collaborate with plant-based and gardening influencers to market their fresh and delicious products and highlight their sustainable farming practices.
2. Home and Garden - Companies can partner with horticultural influencers to reposition their brand perception and showcase products that appeal to gardeners and plant enthusiasts.
3. Media and Entertainment - Influential podcasters and TV presenters within the horticulture and plant-based space can partner with brands to produce exclusive content that resonates with consumers and shares their passion for all things plant-based.
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