The initiative offers a glimpse of the FMCG giant's marketing future as co-chairman Niall FitzGerald emphasises its intention to move away from "standard 30-second TV advertising".
The promotion is one of Unilever's most significant multibrand initiatives to date as it attempts to gain greater visibility for its promotions in supermarket aisles.
FitzGerald told analysts last week at the company's annual results that it would use more sponsorship deals, targeted satellite programming and outdoor media at the expense of the traditional TV slot.
The on-pack offer across almost 30m products has been created by promotional agency Dialogue in an effort to connect Unilever Bestfoods' power brands with the healthy lifestyle associated with the London Marathon.
Launching next month, the offer runs on Flora, Ragu, Knorr Chicken Tonight and Ambrosia Creamed Rice packs. An instant win element offers 10,000 pairs of trainers in a deal with sports retailer all:sports. Winners can claim their prize from one of the chain's UK outlets.
There will also be a collector scheme, where consumers with five tokens from promotional packs can claim £10 off any spend of £50 or more in all:sports shops.
Point of sale, press ads and "retailtainment" events will support the promotion, which will run until the London Marathon on April 13. The London Marathon is Unilever's highest-profile UK sponsorship deal.
Least week, Unilever announced its leading brands recorded sales growth of 5.4% for the year, in line with its "Path to Growth" strategy. Although it signed a £320m deal with ITV last year, it is one of several major advertisers seeking to broaden its strategy beyond Television.
Rival Procter & Gamble is also looking to improve its use of media. A review of its media planning roster is now under way.
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