Having previously separated the brands, Unilever decided to bring them together on one site, , to appeal widely to consumers who are concerned about having healthy hearts.
It handed TMW direct and online responsibilities for the main Flora brand after a pitch last September, following TMW's work in both media for Flora Pro Activ in a campaign featuring 1960s popstar Lulu.
The site puts Flora ahead of their competitors in supplying valuable information on heart health, according to Laura Ball, account director at the agency.
The campaign for the new Flora site ties in with Valentine's Day and is called "Spread the Love". It tells people that they can go to the site to email their friends and family with promises to do something nice for them, such as cooking a healthy dinner or taking them out.
TMW produced direct mail going out to 600,000 people, and the campaign also includes on-pack and in-store promotion by Dialogue and PR by Frank.
Lynzi Hughes, direct communications manager at Unilever UK Foods, said: "TMW developed core consumer insights, which enabled them to create a site for Flora that contains a wealth of information about heart health while communicating product information in an engaging manner."
Flora Pro Activ consumers tend to be aged over 45 with an active interest in heart health -- specifically cholesterol and blood pressure. Flora mainbrand consumers tend to be aged over 25 with a strong family focus.
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