Flora pro.activ Buttery will be supported by a GBP1m investment

Flora pro.activ Buttery will be supported by a GBP1m investment

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.

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.”

Flora pro.activ Buttery has an RRP of GBP4.25 and is available in 500g packs. Bertolli is available in 250g, 500g and 1kg tubs.