Unilever is understood to have appointed Brann Direct to investigate group-wide, below-the-line project opportunities.
It is thought the agency will work on cross-promotions for brands within the group which include Van den Bergh Foods, Birds Eye Wall’s and Lever Brothers.
Brann Direct is one of the UK’s largest below-the-line shops. It is likely to report to Vivek Rampal, project leader of Unilever’s integrated marketing group.
Unilever will not confirm the appointment but admits it is “looking for potential synergies” between its UK subsidiaries on the direct marketing front.
Unilever appears to be following Heinz which last year switched its product advertising to below-the-line while retaining an umbrella branding TV campaign (MW April 8, 1994).
Heinz produces Heinz at Home, a 16-page magazine for respondents to past promotions, which it also sends to addresses on its database. The magazine includes product information, recipes and features on new products, as well as money-off vouchers for Heinz products.