Unilever appoints DDB to global Flora account
LONDON - Unilever has appointed DDB London to the global ad account for margarine brands Flora and Becel, following a two-way pitch against incumbent Bartle Bogle Hegarty (BBH).
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Unilever first called the pitch in May and has been working with both agencies in developing ad projects, but DDB will now take on the whole account across Western Europe and North America.
BBH had handled the combined accounts for Flora and Becel since 2004.
DDB, which already handles the UK ad account for Unilever-owned Marmite, will create a new campaign for the brands to roll out in 2010.
In September, Unilever launched a £4m campaign, by BBH, celebrating the heritage of the brand and the long-term health benefits of eating Flora instead of butter.
The campaign formed part of a wider strategy to get 100m people to take a ‘heart age' test by 2020. The initiative, developed in partnership with the World Heart Federation, directs consumers to the website Floraheartage.com.
Unilever has carried the Heart Age logo on packs of Flora Pro.Activ since July, and the logo will appear on regular Flora packs from early next year.
Flora
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