The Adam & EveDDB created campaign launches September 5 with TV, print and digital activity showcasing how the spread can be used in food other than sandwiches.
Unilever is hoping the multi-million push can fuel the interest of health-conscious shoppers after admitting earlier this year it had not done enough to market its Flora and Bertoli brands in this way.
The loss in focus contributed to value sales plummeting 13.2 per cent year-on-year to £184.3m for the 52 weeks to 20 July, while volume sales fell 11.5 per cent year-on-year to 57.4 million kg
Patty Essick, brand building director for spreads at Unilever UK, says: “We’re confident that this integrated campaign will enable us to lead the reinvigoration of the butter and spreads category, which has a longstanding and welcomed place in families’ fridges.”
The move comes just months after the brand restored its original flavour after making a u-turn on a new taste and healthier formulation introduced 18-months ago. Unilever claims the move has been met with positive consumer feedback.