Unilever hands Krow place on Flora roster

Unilever has appointed Krow to its roster of agencies as communication and activation partner on margarine brand Flora.

The agency will work on advertising and digital projects across the Flora range.

Its first assignment on Flora pro.activ is estimated to be worth £2m.

The appointment will not affect Bartle Bogle Hegarty, which has handled the pan-European advertising account for Flora since 2004, when it won the business from the incumbent, Lowe.

A Unilever spokesman says BBH is still working on Flora but the company now has “different requirements” for the brand.

Krow’s first task has been to develop a marketing programme for Flora pro.activ, which will aim to challenge attitudes about cholesterol.

The agency drafted in TV presenter Gloria Hunniford to act as spokeswoman in a drive to help people reduce their cholesterol levels. The agency is also due to start work on other Flora projects.

The appointment extends Krow’s relationship with Unilever. It already works on two of the company’s brands – dairy cream alternative Elmlea and Bovril.

Last week, it was confirmed that Krow won the £10m advertising account for Focus DIY, as predicted in Marketing Week (July 17).

Krow was awarded the business following a pitch handled by AgencyPlaza.com. It went up against the incumbent, Leeds-based agency Gratterpalm.

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