The long-term deal sees the Flora logo – which was brought back this year after a 15-year absence – appear on five million packs of Warburtons bread. Simultaneously, the baker will be featured on the same number of Flora tubs. Both packs will display discount coupons for each brand as part of a wider shopper marketing campaign to grow their usage around the breakfast and lunch occasions.
The scope of the deal is unusual for the food category but reflective of both brands need to deliver growth amid the rise in sales of cheaper, own-label alternatives. Flora launched a £12m advertising campaign this summer to kickstart flagging sales after Unilever admitted it had not done enough to attract more health-conscious consumers. Meanwhile, Warburtons has been expanding into categories such as biscuit snacks as part of its biggest marketing investment.
Patty Essick, brand building director for spreads at Unilever UK, says upcoming promotions will emphasis the taste and versatility of the Flora and Warburtons brand to drive sales.
The move is indicative of a wider trend spreading across the category with butter and spread makers seeking greater collaboration with retailers. Companies such as Arla and Dairy Crest are developing bespoke in-store strategies and go beyond price-led marketing strategies to build more loyalty.