Unilever revamps Flora sunflower logo in £12m bid to revive sales

Unilever is bringing back the iconic sunflower logo for Flora as part of its biggest marketing investment in the brand to kickstart sales.

The logo – which has not appeared on pack for 15 years – will be introduced through a nationwide advertising push aimed at mums that will champion the sunflower as the “hero ingredient”. The Adam & EveDDB created campaign launches this week (5 September) with TV, print and digital activity showcasing how the spread can be used in food other than sandwiches.

An animated TV spot spearheads the revamp by introducing the brand’s “Sunflower Goodness for all the Family” positioning. It features two brothers as they prepare breakfast – toast with Flora – to celebrate their parents’ wedding anniversary. It marks a shift from Flora’s previous ads by positioning the brand at the centre of family dining occasions.

Unilever is hoping the multi-million push can fuel the interest of health-conscious shoppers after admitting earlier this year it had not done enough to market its Flora and Bertoli brands in this way. The loss in focus contributed to value sales plummeting 13.2 per cent year-on-year to £184.3m for the 52 weeks to 20 July, while volume sales fell 11.5 per cent year-on-year to 57.4 million kg

Patty Essick, brand building director for spreads at Unilever UK, says: “We’re confident that this integrated campaign will enable us to lead the reinvigoration of the butter and spreads category, which has a longstanding and welcomed place in families’ fridges.”

The move comes just months after the brand restored its original flavour after making a u-turn on a new taste and healthier formulation introduced 18-months ago. Unilever claims the move has been met with positive consumer feedback.


Secret Marketer

Life is one big dilemma – we offer ‘standardised’ services but are still desperate to be different

David Coveney

A couple of weeks ago, I wrote about dichotomies and, principally, whether it is right to turn away business from a customer you feel does not comply with your own standards. The issue has come up again this week. Like many businesses, mine has been through a tough few years but we are starting to see some green shoots and, as such, now is as good a time as ever to redefine our vision and values, and ensure we are better prepared for growth than we were for recession.


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