Unilever Food Solutions

Unilever Food Solutions leads the debate around food labelling

With 46 million opportunities to hear about the issues concerning food labeling in the UK, we created one of the biggest debates the food catering industry has ever seen.

As their UK PR & communications agency, Unilever Food Solutions has set us a target of increasing their brand awareness with customers by 10% by the end of 2011.

To set the agenda we’ve worked with Unilever’s global team, and our unrivalled network of industry contacts, to create campaigns that get people talking about their ‘World Menu Reports’.

World Menu Reports are part of the Unilever Food Solutions’ brand rejuvenation. They reflect their new vision to support chefs and caterers in satisfying their customers with inspiring, healthy and nutritious food to keep them coming back for more.

But for customers to love their brands, their people have to love them too! So we’re also working with the team at Unilever Food Solutions to increase employee engagement so their people feel passionate and proud about the brands they work for.

Food for thought

To celebrate the launch of the first World Menu Report, which focused on food labelling and, to get consumers, chefs and caterers joining in the debate, we held a launch event hosted by Tracey Rogers, Unilever Food Solutions UK & Ireland managing director. Joining her at the launch were celebrity chef and TV personality, John Torode, nutritionist and author, Amanda Ursell and restaurant entrepreneur, Sarah Willingham,

Industry influencers and media were invited to this round table, which created a huge debate in the industry and media. From this we generated 26 pieces of national coverage, including The Times, an interview on BBC Breakfast News, online and 152 radio stations.

Still on the menu

Thanks to our campaign that generated more than £1.2m of PR coverage for Unilever Food Solutions and a return of £29:1, the debate around food labelling is still on the table. And Unilever Food Solutions has now been positioned as leading the industry on this issue and as a ‘thought leader’ leader on the subject.

For us, it’s what we do best, but our appetite to get our clients names and brands out there is stronger than ever. However, this campaign has been shared globally throughout Unilever Food Solutions as a ‘Best in class’ example of how to achieve great PR.