Flora set to hand DDB its ad account

Update: Unilever has confirmed that it has appointed DDB to evolve the marketing strategy for its Flora brand.

Flora ad
Flora advert

Flora recently launched a campaign as part of a global marketing strategy to get 100 million consumers to take its online heart age test by 2020. The “What’s your heart age?” strategy was devised with incumbent advertising agency Bartle Bogle Hegarty.

DDB won out over BBH after the pitch for the business went into research. It will also handle the Becel brands.

The main Flora brand is estimated to spend £2.7 million on advertising.

The latest campaign targeted long-standing Flora users and was designed to leverage its brand heritage to show how Flora and everyday exercise through the years can help people’s hearts stay young and healthy.

The ad took a nostalgic approach and opened with a young boy in the 1970s who has a theory that will keep him young forever. It doesn’t quite go to plan as he is shown growing up, but through healthy exercise and eating Flora, his heart remains healthy.

DDB is already on the Unilever roster to handle the Marmite brand.

The agency is also currently waiting to hear if it is to be awarded AkzoNobel’s Dulux account. It is pitching against Euro RSCG.

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