Flora rebrand to drive growth

Flora rebrand to drive growth

Unilever has continued its drive to improve the fortunes of its Flora spreads business, with plans for a rebrand.

The company said the move aims to "drive value growth" back into the butters and spreads category.

Flora sales were hit when the group reformulated its recipe earlier this year, only to be forced to back pedal after a consumer backlash.

The rebrand includes the return of the "iconic sunflower" and will be supported by a "heavyweight" GBP12m (US$18.7m) marketing campaign, the company added.

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Flora, the number one Spread brand from Unilever UK marketing campaign and rebranding exercise for 2013 - its biggest ever marketing investment into the brand - to drive value growth back into the Butters and Spreads category. has announced a heavyweight £12 million

Launching on September 5th and kick-starting a long-term commitment with continued investment into 2014, the fully integrated campaign will be led by advertising on mainstream TV as well as activated across a mix of additional platforms including OOH, sampling, digital, print and PR.The campaign will highlight the great taste of Flora and will see the return of the iconic Flora sunflower - modernised for today's shopper - which will remind consumers of the natural goodness of sunflowers found throughout the Flora range.

Flora - which delivered sales of £180 million in the last year and has over 50 per cent penetration in UK households - will introduce a brand new in-store creative platform in its new campaign. Entitled ‘Bring a little goodness to everyday life', the emphasis will be on the role of food in family life and promote the versatility of Flora as a tasty accompaniment to breakfast, lunch and dinner. Patty Essick, Brand Building Director for Spreads at Unilever UK, comments: "The new Flora campaign brings back the iconic sunflower that generations of mums know and love, whilst also celebrating the ups and downs of family life. Mums tell us that being a mum is the best job in the world ... but it's also one of the toughest. They have to provide food that everyone likes, fits with modern, busy lives, and will make their money go further. They need a great-tasting Flora that all the family love, whether on toast, in packed lunches or when cooking - and they want to know it's good for their family too.

"We're confident that this integrated campaign will enable us to lead the reinvigoration of the butter and spreads category, which has a longstanding and welcomed place in families' fridges."

As part of the brand re-launch, the Flora packaging and logo have been redesigned, and now feature a colourful look and prominent Flora sunflowers.

The campaign will run until the end of November, with the new packaging flowing into supermarkets from late August.

The RRP* of 500g tubs of Flora buttery, Original, Light and Lighter than Light is £1.70 with an RRP* £3.00 for 1kg tubs.

Original source: Unilever