Unilever campaign defends margarine and attacks butter
LONDON - Unilever is running a TV and press campaign for its spread brands stressing their low saturated fat content compared with butter.
The campaign, which adopts the tone of a trade body push, says that it is a ‘big fat lie' that all fats are bad. The ‘big fat truth' is that ‘some fats are essential and you find them in margarine', it adds.
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The creative carries branding from Flora, Flora pro-activ, Bertollli and I can't believe it's not butter. It also directs consumers to the website, www.satfatnav.com which has content about the goodness of margarine and a saturated fat calculator.
Over recent years butter brands such as Lurpak and Anchor have grown their share of the yellow fats market at the expense of margarine.
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Comments
Victor Guillen - 09/03/2009
In South America Unilever sells Delicata and Doriana margarines.But they have the fierce competition of Bunge and its brand Soya.