Unilever spreads brand Flora has announced a new £12.5m brand repositioning campaign, accompanied by the launch of a new dairy-free variant.
The new Powered by Plants campaign will focus on the brand’s health credentials and seek to tap into the growing demand for free-from products, Flora said. The marketing drive will highlight all of the plant-based ingredients that blend together to make the spreads, including rapeseed oil, linseed oil and sunflower oil.
The relaunch will run across all Flora core variants – including new Flora Freedom – and will involve a new modern and natural-looking design which will be available to all retailers from mid-January. It forms part of a £12.5m multimedia spend across 2016, Flora added, which includes a new television advertisement from next month that will help to showcase the nutritional power of plants.
Flora marketing manager James Brennan said: “Celebrating the plant-based ingredients in Flora and the resulting health benefits will reposition the brand back to its heartland of being a healthy alternative to butter. Over the course of this campaign we look to support Mums as they build their healthy, happy families.”
The new free-from variant, Flora Freedom, will be available from retailers this week with a recommended retail price of £1.70 for a 500g tub.
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