Video: Unilever’s new campaign for its ”Gold from Flora” brand
The ads kick off on 26 May with a TV ad showing a dad unpacking groceries, including the new “Gold from Flora” brand, which is a combination of butter and Flora. It then shows the dad cooking up a storm in the kitchen to Spandau Ballet’s song “Gold” to showcase the different ways Flora can be used beyond spreading it on bread, including in mashed potato and to roast chicken.
The TV spots will be supported by digital activity and PR, as well as a heavy sampling campaign that aims to reach 2 million customers. The aim is to make Gold from Flora a “hero” brand and position it as a key part of family meal times.
Patty Essick, brand building director for spreads at Unilever UK, says: “Flora is a family brand that sits on tables across the country every meal time. We’re supporting Gold from Flora with a substantial investment in 2014 to communicate the brand’s light-hearted and family-orientated personality, while asserting the relevance of new Gold from Flora across a broad range of meal occasions.”
Bertolli is also getting a marketing push with a £5m campaign for its new Bertolli with Butter range, which launched last week. The TV ad focuses on Bertolli’s “Mediterranean heritage”, showing a farmer feeding a cow with olives in an attempt to achieve “the perfect spread”.
Both campaigns are aimed at fuelling interest from health-conscious shoppers after Unilever admitted it had not done enough to market its Flora and Bertolli brands in this way. The two new products aim to give shoppers the taste of butter, but with less saturated fat.
The campaigns are the latest attempts to turn around slowing sales at Unilever’s spread business, which saw value sales drop 13.3 per cent year on year to £184.3m for the 52 weeks to 20 July 2013, while volume sales fell 11.5 per cent to 57.4 million kg. It has already brought back the iconic sunflower logo for Flora as part of its biggest marketing investment in the brand.