Unilever teams up with Tequila\London for Sport Relief fundraiser

by Alex Donohue, Brand Republic 27-Apr-06, 14:00

LONDON - Unilever has appointed Tequila\London to develop its promotional campaign to raise £1m for the BBC's Sport Relief scheme in Sainsbury's stores.

The "You Buy U Give" campaign will encourage Sainsbury's customers to register their Nectar card at sportrelief.com. In return, Unilever will donate 10% of the retail price of its products, which include Persil, Flora and Birds Eye, to BBC Sport Relief, which campaigns to alleviate poverty in the developing world.

Unilever has invested £1.8m in the campaign, which will include personalised direct marketing, a microsite, viral activity and door-drops, to supplement ads in the monthly and weekly national press.

Tim Bonnet, CEO of Tequila\London, said: "Unilever is breaking new ground in fundraising and it is a tremendous opportunity to work together to create such a unique campaign that gets more people excited about taking part in Sport Relief and making a difference."

Comic Relief announced in February that it was sending out direct mail packs to primary and secondary schools to participate in its forthcoming Sport Relief initiatives.

This year, Sport Relief is organising a sponsored, themed run on July 15, which will be filmed for a series of programmes on BBC One.

Tequila\London has worked with Comic Relief on a number of campaigns over the last decade, including Red Nose Day.

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