Unilever picks M&C for home cleaning and laundry service

Unilever has appointed M&C Saatchi to develop Lever Brothers’ new home and laundry cleaning service, Myhome.

It is understood to be the first time Unilever has handed business to the agency. The service is being tested in south-west London.

The company hopes to roll out Myhome across the country.

M&C will initially look after public relations for Myhome, and will be handed any future creative work for the business. A Unilever spokesman says the agency will not be added to the company’s roster.

Myhome, which is headed by chief executive David Ball, is being promoted through direct marketing agency Big Green Door.

Booklets explaining the service are being delivered to several thousand homes and a Website has been set up.

Customers can use a telephone booking service to arrange for their house to be cleaned or laundry collected. Prices for cleaning start at £39.95 per week for a one-bedroom flat.

Myhome was created after Unilever bought two London cleaning companies, Mrs McMop and Palace Laundry, last year.

Lever Brothers is including two of its major brands, Persil and Jif, in the scheme.

A spokeswoman says: “We are testing the viability of a branded laundry and dry cleaning service.

“The Myhome trial will run until September, and then we will make a decision about rolling it out depending on its success. The aim is to make it a national service, although we don’t yet know if that will be through acquisition or organic growth.”

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