Unilever preps global TV campaign for corporate brand

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Kylee McCumber, representing the United States.
Kylee McCumber, representing the United States.

Its TV ad is aimed at five international markets and focuses on its "Project Sunlight" sustainability initiative

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.

The FMCG giant is rolling out a TV ad to five markets in 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 U.S., 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 U.S. spot features seventh-grade anti-hunger activist Kylee McCumber, and the key message focuses on the 16 million children in this country who wake up hungry every morning.

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."

This article was first published on marketingmagazine.co.uk

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