Bertolli will be supported with a £4m marketing campaign this year, including TV ads while Flora pro.activ will be boosted by a £1m spend.
Speaking at Marketing Week Live! yesterday (30 June), Unilever’s vice president of marketing for food, Paul Nevett talked about how its Heart Age camapaign for Flora was an example of a brand championing healthy eating and encouraging consumers to make small changes to their behaviour through a “convincing platform”.
“If you make the issue personal it is something consumers can act on. It’s a simple way to communicate the message to customers. You take science and turn it into brand marketing.”
The FMCG foods manufacturer has reformulated its Bertolli olive oil spread in a bid to add value to the category by driving loyalty and encouraging shoppers to trade up to the more premium product.
The Flora activity will support the launch of Flora pro.activ Buttery, the new Cholesterol reducing range that was launched in June.
Speaking on Marketing Week Live!’s Centre Stage, Nevett also called for marketers to make it easy for consumers to make sustainable choices.