Magazine article Marketing

Unilever in Brands Blitz for Marathon

Magazine article Marketing

Unilever in Brands Blitz for Marathon

Article excerpt

Unilever Bestfoods is amassing its power brands behind a major promotional campaign for the London Marathon.

The initiative offers a glimpse of the FMCG giant's marketing future as co-chairman Niall FitzGerald emphasises its intention to move away from 'standard 30-second TV advertising'.

The promotion is one of Unilever's most significant multi-brand initiatives to date as it attempts to gain greater visibility for its promotions in supermarket aisles.

FitzGerald told analysts last week at the company's annual results that it would use more sponsorship deals, targeted satellite programming and outdoor media at the expense of the traditional TV slot.

The on-pack offer across almost 30 million products has been created by promotional agency Dialogue in an effort to connect Unilever Bestfoods' power brands with the healthy lifestyle associated with the London Marathon.

Launching next month, the offer runs on Flora, Ragu, Knorr Chicken Tonight and Ambrosia Creamed Rice packs. …

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