Unilever "is to launch athletics-related campaigns for its 'flagship family brands' Flora, Persil and Magnum after signing a deal to become the advertising partner for Sainsbury’s Summer Series," according to Sebastian Joseph of MARKETING WEEK.
The FMCG business "will activate the push around the three biggest athletic events" in the U.K. this year -- the Grand Prix and British Championships in Birmingham and the Anniversary Games in London.
Advertising "will be tailored to each brand with campaigns designed to drive sampling around the events." Unilever said the scope of the games is a "great fit" for promoting its "three family brands" across the U.K. this summer (MARKETING WEEK, 5/28). RETAIL TIMES' Fiona Briggs wrote Unilever's sponsorship "will not include advertising and activations around the following events:"
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Sainsbury’s Grand Prix – Birmingham (June 29-30) -- incorporating the Sainsbury’s IPC Athletics Grand Prix Final and the IAAF Diamond League
- Sainsbury’s British Championships -- Birmingham (July 12-14)
- Sainsbury’s Anniversary Games (July 26-28) – incorporating the IAAF Diamond League and the Sainsbury’s Int'l Para Challenge (RETAIL TIMES, 5/28).
