For the first time, Unilever is set to advertise its corporate brand on TV as part of its global ‘Project Sunlight’ CSR campaign that aims to raise awareness of sustainability, while championing the vision of young people.
Unilever: ad features ‘inspiring’ speech by 15-year-old Grace from Croydon
The FMCG giant is rolling out a TV ad to five markets. The UK ad will break during The X Factor Sunday night (9 November).
It is the first time Unilever has advertised the corporate brand on TV and it aims to raise awareness of food poverty, hygiene and food waste.
Each country, including Indonesia and the US, has honed in on a sustainability issue prevalent in its market and each ad features a young person delivering an inspiring speech about sustainable living. The UK ad features a 15-year old girl, Grace, from Croydon.
In the UK, the ad aims to highlight the paradox of food waste versus food poverty focusing on findings from a Unilever and Oxfam report into the issue which shows 42% of households consider it difficult to live on their income, while 75% of people continue to throw away food that could have been eaten.
Together with the charity, Unilever has launched #ClearAPlate, a campaign encouraging people clear their plate as a sign of commitment to driving down food waste. It has also pledged to provide 500,000 meals to families in need.
Jon Goldstone, vice president brand building – foods and refreshments, Unilever UK, said: “This is a truly exciting time in Unilever’s history – the public launch of our corporate brand and what we stand for.
“We’ve made good progress in sustainability since the launch of the Unilever Sustainable Living Plan in 2010, but consumer behavioural change is still the most challenging area for us, so we hope that through this campaign we can get our shoppers on board, living more sustainably.
“We hope people will think about their food waste in the context of people who cannot afford to eat properly.”
Source: Marketing Edge Magazine
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