Salad brand Florette has said it’s bringing the viral #SaladTok phenomenon into the real world, with a new summer campaign celebrating the Summer of Salads and the rise of “bigger, bolder, maximalist serves.”
At the heart of the campaign is an immersive one-day-only experiential activation, designed to show how social media is transforming the way consumers - and younger shoppers in particular - think about, build and enjoy salads.
Opening its doors on Tuesday (28 July), the #SaladTok IRL experience will sample a limited number of salads and juices inspired by some of the internet’s most talked-about recipes, showing how fresh leaves can “form the foundation of bigger, bolder salad occasions and helping shift perceptions of the category,” the brand said.
The event also marks a major consumer-facing expression of Florette’s refreshed brand platform, Crafted by Nature, Perfected by Florette, and follows new consumer research revealing that just 13% of Brits prefer salads with one to three components, while 82% favour salads with four or more.
The findings highlight the growing popularity of the maximalist salad trend and a significant shift in attitudes towards the category, with more than half (57%) describing traditional three-ingredient salads as uninspiring, outdated or better suited as a side dish.
For retailers, the research points to a clear opportunity to merchandise fresh leaves as part of complete meal solutions. Protein (45%), bold dressings (33%), crunchy toppings (33%) and standout leaves (27%) were identified as ingredients that make salads feel more exciting and satisfying, creating opportunities to drive trade-up through cross-category merchandising, Florette explained.
Polly Davies, head of category and marketing, said: “Our campaign is rooted in fresh consumer insight into how salad perceptions, trends and consumption habits are evolving, and builds into a bold experiential activation designed to bring those shifts to life.
“We’re seeing shoppers move beyond simple side salads and embrace bold, flavour-packed meals inspired by the maximalist salad trend. Social media has played a huge role in driving that shift, encouraging consumers to recreate exciting, meal-worthy salads at home.
“With the Summer of Salads upon us, we’re shaking up the category and creating new opportunities for retailers to drive growth.”
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