Florette kicks off Summer Season with category first

Soléco UK, the parent company of Florette, is launching the official England Three Lions Salad with a chance to win a barbeque.

The Three Lions Salad will be in store from 3rd May, 2010 and will feature an on-pack promotion giving consumers the chance to win luxury gas barbecues by sending in their favourite footie salad recipes. In addition, a dedicated national and consumer press PR campaign will focus on creating product awareness.

In a licensing deal brokered by CPLG Sport on behalf of the Football Association, the new line is apparently a first for the produce category because it carries the Three Lions crest, a universally recognised symbol of the English football team.

Florette marketing manager Elaine Smith says: “Football is the nation’s favourite game and the fans always passionately support the England team. During the last World Cup tournament, some England games were pulling in TV audiences of up to 18 million in the UK alone. So we just had to seize the opportunity to give England’s supporters another way to help them support their team during the World Cup this summer.”

Gary Jacobson, commercial manager at licensing agency CPLG Sport, who secured the product deal with Soléco and The FA said: “This summer will see plenty of parties and BBQs as fans around the country gather together to support the England team in the World Cup. Food and drink plays a massive part of the football-watching experience, so to be associated with the top name in bagged salads is a fantastic addition to The FA’s ever-expanding licensing portfolio.”