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.