Unilever UK Foods is spreading the word that its Flora brand contains healthy fats that are good for the heart through a packaging makeover and a new family fun run initiative.
New vibrant coloured packaging is being introduced across the whole Flora range, which will feature a heart-shaped logo indicating that the spread now contains Omega-3 and Omega-6 oils.
Unilever has also organised the first Flora Family Marathon. Flora, which is the main sponsor of the London Marathon, will invite up to 20,000 runners to participate in the fun run. It will encourage people of all ages to complete the normal marathon distance of 26.2 miles over a period of five weeks.
The final mile will be run on the day of the London Marathon on April 17. Participants will be able to download a 28-day training plan, a sponsorship form as well as advice on nutrition and healthy living via a new web site.
The family marathon and the new healthy heart message will be supported by a £9m marketing package to include TV, outdoor and press advertising throughout the year.
Paul Holden, category manager at Unilever UK Foods, said: “There is a common perception among consumers that all fat is bad and this is leading to an overall fall in consumption.”
He added: “Through the Flora relaunch we are focusing our efforts on communicating positive health messages to consumers about types of fats and their lifestyle benefits.”