Unilever / Flora: How to spice up the image of margarine?

Task: To get more attention to Flora margarine in the chosen target group (+30 years old women with a family) and remind them of the health and environmental benefits of vegetable spreads.

Challenge: How to create positive and fresh messaging that would resonate with a large audience and encourage them to use margarine more often. Margarine is a healthy choice because it contains 60 % less saturated fat than butter and its carbon footprint is 50 % smaller than the footprint of butter.

Solution: Powered by plants – an integrated marketing communications campaign. We created a test group of influencers who tried a vegetarian diet for one month and shared their experiences with the consumers. The campaign also included content collaboration with Sanoma, media event and other PR activities. In Instagram consumers were activated with a contest.

Powered by plants test group Alex Nurmi, Jenni Alexandrova, Sami Kuronen, Heli-Hannele Pehkonen and Laura Satamo at the launch event.

More about the campaign and the test group in the web: https://kasvienvoimalla.flora.fi/