Unilever to overhaul Flora strategy

Unilever is looking to overhaul the advertising strategy for its Flora brand, after calling a review of its advertising agencies.

Flora calls ad agency review

It is thought that the pitch process signals a shift in strategy for the brand.

Flora’s advertising account is currently held by DDB, which won the account from BBH in 2009.

DDB/Adam & Eve is expected will repitch for the account against TBWA.

A Unilever spokeseprson says: “We can confirm that we are conducting a review of the creative agency services for our Flora brand in the UK. This is in line with our policy to review agency appointments every few years. We will announce the outcome in due course.”

Recent activity has included a TV campaign starring TV presenter Vernon Kay and his mother Gladys designed to highlight the brand’s heart health message.

Its Flora Pro.Activ brand has also extended a partnership with British Heart Foundation as part of a £3m campaign targeting women to raise awareness of heart disease.

As part of the partnership, Unilever will donate £750,000 to fund the British Heart Foundation’s research into treating and preventing heart disease.


Mark Ritson

Brand equity is dead. Long live Aldi!

Mark Ritson

The truly challenging aspect of the recession currently engulfing us is not its depth. It’s the width. Despite the forlorn hopes of politicians and economists, there is no upturn in sight. The Olympics bubble has inflated and deflated to leave us back where we started the year.


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