Speaking at Unilever's fourth quarter and annual results presentation, UK chairman Dave Lewis said innovation and marketing had a key role to play in tough economic times. 'The focus is big brands in leading positions. In the fourth quarter, growth was driven by us extending market share in six of our seven largest categories, so it is this innovation that has achieved this.'
Flora will be backed by a £9m campaign featuring TV presenter Gloria Hunniford, while the FMCG giant also plans to promote the recently-acquired Rainforest Alliance status of PG Tips.
Surf, which grew by more than 10% over 2007, will benefit from considerable marketing support for its Small & Mighty variant.
Unilever also intends to roll out its 'encapsulating' technology, designed to keep clothes smelling fresh for longer, across both its Surf and Persil brands.
The news comes after Unilever announced its biggest global sales increase in five years last week. The planned UK activity links into some of the global strategies that the company has adopted for its brands, based on vitality and wellbeing, sourcing and sustainability, and innovation in technology.
Lewis added that Unilver is likely to continue to increase its digital spend in 2008, though its household family brands will continue to be supported by activity in traditional media.
Patrick Cescau, Unilever group's chief executive, said that innovation rather than increased marketing spend had driven growth in the European markets.
Key figures
- Unilever posted global sales growth of 5.5% in 2007, and 6.1% in the fourth quarter.
- Advertising and promotion accounted for more than Euro 5bn (£3.7bn) of spend in 2007, against a Euro 40.2bn (£30bn) turnover.
- European sales grew by 2.8% for the year and 5.5% for the quarter.
- Personal care was the fastest-growing category, growing globally by 6.7%.