Consumer goods giant Unilever has announced a GBP5m (US$7.6m) marketing spend for its Bertolli and Flora pro.active brands.
The firm has launched a “new and improved” recipe for its Bertolli spread, which will be supported by a GBP4m marketing campaign, while the Flora pro.activ range has been extended to include a ‘Buttery’ variant.
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Flora pro.activ Buttery will be supported by a GBP1m marketing investment including a TV campaign.
Jenny Clark, brand manager for Bertolli at Unilever UK, said: “We’ve designed all the marketing activity to encourage trial and to show consumers that the brand is worth trading up for and paying a little bit extra.”
Marketing behind the launch will include TV as well as outdoor, sampling and online activity.
Caroline Banquet, Flora pro.activ brand manger added: “Buttery spreads is the fastest growing segment within the category as taste is a key driver for consumers, even those concerned with health.”
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By GlobalDataFlora pro.activ Buttery has an RRP of GBP4.25 and is available in 500g packs. Bertolli is available in 250g, 500g and 1kg tubs.
