Upfield has announced the return of FLORA as a sponsor of the Virgin Money London Marathon ahead of The 40th Race virtual event on 4th October, having signed a four-year deal until 2023.
To celebrate the partnership, FLORA has partnered with three-time London Marathon winner and World Record setter Paula Radcliffe as part of it’s campaign ‘Get Towns Active’– inspiring consumers to stay happy and healthy via a social media campaign and creating running tips and nutritious recipes hosted on the brand’s website https://www.flora.com/en-gb/flora
In support of the 45,000 runners taking part in The 40th Race in the weeks leading up to the marathon, FLORA launched an initiative to boost fundraising efforts for small charities. The competition, which was hosted on the brand’s Instagram donated £1,000 to a different participant every week to support their charitable cause.
To be in with a chance of receiving a donation, runners were asked to share their running story and explain why they chose their specific charity. In addition to the charitable donation, Flora has offered spot prizes for running kit and accessories to help people keep running in 2020.
Catherine Lloyd, Marketing Director of Upfield UK & Ireland: “We’re so excited for FLORA to be partnering with the Virgin Money London Marathon once more. So many shoppers remember the brand’s iconic association with the race, so we’re delighted to be rekindling the partnership until 2023.
“To support the nation in getting more active and eating a healthier, balanced diet, we’re giving consumers the chance to win prizes and access nutrition and training tips via our ‘Keep Running’ content hub on the FLORA website. We’re also asking runners to run for their towns by following the campaign on social media at #GetTownsActive. Staying happy and healthy is more important than ever this year, so we hope to see shoppers inspired by the campaign and enjoying FLORA margarine, by creating healthy and nutritious recipes at home.”
The brand will also be rolling out on-pack messaging in the New Year in support of the London Marathon partnership and activating in-store with retail partners.