U.K. salad company Florette is targeting on-the-go health conscious foodies as part of a 2015 marketing campaign for baby leaf kale.

The launch of Florette's bagged leafy green vegetable has been pushed as part of a £600,000 (US$927,000) advertising drive across print, press and billboard platforms as well as digital banner posters on London's underground train network.

The idea behind the campaign is to hail the health benefits of baby kale because of its wide array of nutritional properties, specifically targeting what the group describes as a 'new wave of healthies' in Britain who have been consuming high volumes of curly kale in recent years.

In addition, the salad company aims to spark baby kale conversations via social media channels and advertise in some of the U.K.'s popular consumer publications such as Good Housekeeping Magazine and daily newspapers like The Times.

Florette marketing controller Elaine Smith says more consumers than ever are realizing the benefits of superfoods, and combined with endorsements from celebrities and athletes, curly kale is becoming a firm favorite among shoppers in Britain.

"Our latest creation puts a spin on this popular super leaf, which in its traditional form has to be cooked before eating," she says in a release.

"Baby kale can be eaten raw in salads and smoothies, as well as being cooked, so it's never been easier to enjoy all of the health benefits of kale.

"For today's busy consumer, convenience is essential and we wanted our marketing campaign to reflect this by targeting on-the-go foodies, whilst also inspiring them to get creative with their kale."

Single leaf sector

Last year curly kale was purchased more than 14 million times, according to Florette.

"We believe that the positive positioning as a versatile ingredient, as well as a superfood, will help deliver incremental purchase occasions and incremental cash value to the rest of the single salad leaf category," adds Smith.

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