Hellmann’s is bringing together food entrepreneurs from Britain, Berlin and California to serve up deli sandwiches to UK consumers as part of its Hellmann’s Real Food Tour.

The tour will support UK restauranteurs by showcasing their hero dishes in a series of short videos that will raise awareness of the exciting and tasty food being served by the country’s rising stars.

To kick start the Real Food Tour, Hellmann’s will open the ‘Deli Exchange’ this week – a pop-up that will host two of the world’s best Deli’s, allowing them to share their own world-renowned, award-winning sandwiches with Londoners for the very first time.

This exclusive Soho-based eatery opens from Thursday 19th July to Saturday 21st July, with back-to-back residencies from world-famous deli aficionados Ike’s Love and Sandwiches, which has over 40 sites across California, and Mogg, an institution on the Berlin culinary scene.

Visitors to the Hellmann’s Deli Exchange will be offered a curated menu of iconic deli sandwiches that will feature Hellmann’s mayonnaise. All proceeds from the sandwiches will be donated to Action Against Hunger, a global charity committed to ending world hunger.

Meanwhile, customers who visit any of the restaurants on the ‘Real Food Tour’ can order their limited-edition hero dish and quote ‘Real Food Tour’ to upgrade their meal.

The Deli Exchange will take place at 3 Bateman Street, Soho, London between 19th and 21st July from 10.00 – 17.00. All deli sandwiches will be available for £4.99 with all proceeds being donated to Action Against Hunger.

The activation is being supported online at hellmanns.co.uk/realfoodtour or with the hashtag @Hellmannsuk on Instagram, Twitter and Facebook and #DeliExchange.

The Hellman’s brand is owned by Unilever, one of the world’s leading suppliers of food, home care, personal care and refreshment products with sales in over 190 and revenues of €52.7 billion in 2016. Unilever has more than 400 brands around the world, including Persil, Dove, Knorr, Domestos, Hellmann’s, Lipton, Wall’s, PG Tips, Ben & Jerry’s, Magnum and Lynx.

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The UK’s biggest selling stock brand, Knorr, has launched a new online tool, ‘Eat Your Feed’, an app which analyses a user’s Instagram feed and serves up a personalised selection of recipes based on their experiences.

Users just connect using their Instagram account and the Eat Your Feed bespoke technology suggests recipes personalised to their feed. Accessible on mobile, desktop or tablet, the tool suggests recipe ideas along with ingredients and cooking methods to create quick and tasty meals in the comfort of users’ own homes. They can save the recipes or, with a few clicks, add the ingredients (including Knorr products) to their shopping basket.

Creative digital agency AnalogFolk made Eat Your Feed possible by turning data from the Instagram post into a matching recipe from the Knorr recipe database. AnalogFolk used visual recognition and individual image data to build a bespoke AI algorithm, and trained it to understand posts and match to the perfect recipe.

Each Instagram image holds a very rich source of information. Every image has data that contains the time it was submitted, potentially a geolocation if the user added it and, of course, the caption. The location provides the city and country name, and the caption, containing phrases and keywords, supplies context.

For the image itself, AnalogFolk incorporated the IBM Watson Visual Recognition service to identify the scenes and objects in the picture – for example Nature, Beach, Lake, Snowboard, Dog etc.  This created a list of keywords that a bespoke prioritising algorithm scores and then finds the best match from the Knorr recipe database the perfect match.

The Eat Your Feed tool will be supported by the world’s first Instagram powered restaurant, created by Knorr’s PR agency W Communications, where traditional menus will be scrapped and instead diners will be served meals matched to their Instagram feeds. The one-of-a-kind pop-up dining experience takes place on Wednesday 11th April at Jones & Sons restaurant in Islington, North London. Once the technology has analysed each diner’s feed, it will then share personalised recipe suggestions with the Jones & Sons restaurant kitchen. The innovative dishes served at the restaurant will each match a special memory captured on Instagram.

Philippa Atkinson, Senior Brand Manager Knorr UK & Ireland, says: “Eat Your Feed is an innovative concept that showcases the transformative power of Knorr stocks to a new younger generation, adding twists to their favourite recipes or discovering new ones. We’re excited to be the first Instagram inspired recipe solution – using our consumers’ own posts to prompt recipes with real value and relevance we know they’ll love, as well as a reminder of the great adventures they’ve had in the past.”

The Knorr brand is owned by Anglo-Dutch food and household products company, which acquired it in 2000 when it bought Best Foods. Knorr makes a range of products including stocks and soup mixes.

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To celebrate its 40th birthday, and its new Birthday Cake flavour, ice-cream brand Ben & Jerry’s ran a giant birthday cake themed ball pit at London’s Old Spitalfields Market.

For one day only on Saturday 10^th March, ice cream lovers were able to dive into a ball pit while being churned around like the ingredients in the making of the Birthday Cake ice cream. Ben & Jerry’s swirling Birthday Cake ball pit came complete with giant candles and 45,000 multi-coloured balls – plus free ice cream, with the Ben & Jerry’s team scooping free samples of the new Ben & Jerry’s Birthday Cake flavour, which includes vanilla cake batter ice cream, pink frosting, strawberry swirls and cake pieces. The new variety retails at £5.49.

The launch is being supported by a £3.5m marketing campaign spanning TV, digital and outdoor advertising.

Christina Dunn, country business leader at Ben & Jerry’s UK and Ireland, said: “We know that our fans like to gift Ben & Jerry’s to their friends, so new Birthday Cake responds directly to this insight, with a new addition to our flavour family ideally suited for the gifting occasion. We have also seen an increasing desire for innovation when it comes to birthday cakes, with boundaries being pushed from traditional designs to impressive, bespoke creations.”

The Old Spitalfields Market event was free, and ran from 11am – 6pm on Saturday 10 March.

The campaign was created by PR agency W Communications, with experiential agency Bearded Kitten delivering the event.

Ben & Jerry’s was launched in 1978 in Burlington, Vermont, USA, where it is still headquartered. The business was bought by Anglo-Dutch food and household products group, Unilever, in 2000.

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Persil UK has been encouraging families in London to get outdoors and active to celebrate the 10th anniversary of the launch of the brand’s ‘Dirt is Good’ marketing platform with ‘Get Out Here’, a Digital Out Of Home (DOOH) activation delivering content triggered by the weather in real-time.

Running on Ocean’s full motion Eat Street screen at Westfield London, the campaign uses live weather data to trigger video content allowing the display to show current temperatures, weather conditions and the walking distance to Holland Park, their nearest source of outdoor fun.

Families can connect to the screen’s Wi-Fi to access a map and directions to the park, which is a short walk from the shopping centre.

Get Out Here reflects Persil’s commitment to get families outdoors and embrace dirt. The brand cites consumer research which reveals that dogs are five times more likely to be taken out to the park than children – and that only one in three kids has ever climbed a tree.

Created by MullenLowe London, Get Out Here was one of the commercial winners of Ocean Outdoor’s eighth annual digital creative competition, which aims to reward great creative concepts that push the boundaries of digital out of home (DOOH) advertising.

Video footage on the screen will also include a dynamic count of fun activities families can enjoy in the 22.5 hectare park, including the number of birds to count, muddy puddles to jump in and snowmen to build.

The idea is that families will break out of the urban jungle to experience the freedom of the real outdoors like kids used to, playing on Persil’s 10th anniversary of “Dirt is Good.” The campaign broke on March 1st 2018 and runs for two weeks.

Jennifer King, Senior Brand Manager for Persil UK, says: “Families love getting outdoors but we know that life can get in the way. This is an innovative way to nudge us all to embrace the outdoors and make more happy memories.”

Alex Okada, Global Executive Creative Director for Dirt is Good, adds: “Sometimes we are so immersed in our busy lives, distracted by the always on digital world that we don’t stop to think how close and accessible nature is to us. The idea is to use technology and data in order to remind and inspire people to enjoy the outdoors. Not having enough time outdoors is not a only problem for kids, but also a problem for all of us.”

Ocean Outdoor head of marketing Helen Haines comments: “Get Out Here is a really simple idea that actually works in all sorts of environments and out of home locations. It’s a fun execution and a wonderful way to encourage more families to go play and get messy. That’s why it was chosen as an Ocean competition winner.”

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Flora has teamed up with 20 influencers, including the ‘Topless Baker’ Matt Adlard and The Great British Bake Off’s Benjamina, for the launch of its new flavoured dairy-free spreads range.

The campaign sees food and lifestyle influencers creating arresting free video content showcasing ingenious and compelling recipes and ideas for how to use Flora’s new range of spreads, including easy-to-follow tips and hacks. The spreads consist of: Flora Dairy Free Walnut Spread; Flora Dairy Free Avocado & Lime Spread; and Flora Dairy Free Coconut & Almond Spread.

As part of the campaign, created by TMW Unlimited, the Unilever brand is also working with other influential foodie personalities to develop original recipes and usage suggestions to promote the new range.

Full recipes from the influencers will be available on Flora’s social channels and its website. These include Cheesy Tear & Share Bread and chocolate brownies made using the Flora Dairy Free Avocado & Lime Spread and choux pastry made with the Flora Dairy Free Walnut Spread.

Sian Jenkins, Brand Manager, Flora, Unilever, says: “Working with influencers has showcased just how versatile our new Flora dairy free flavours range is within cooking & baking, bringing the great flavours of walnut, coconut & almond and avocado to a wide range of great tasting recipes”.

Elaine Farrell, Influencer & Partnerships Manager at TMW Unlimited, adds: “It has been a great experience working with these impressive influencers to bring out another side to the Flora brand as it launches these innovative new products.”

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PG tips is the official Red Nose Day partner for the 2017 charity fundraising initiative, organised by charity Comic Relief.

The brand has launched a #1MillionLaughs campaign to get the public sharing jokes across social media using the hashtag, and has committed to donating £300,000 to this year’s Red Nose Day, which takes place on 24th March 2017. It will be making a donation for every promotional pack sold, plus encouraging PG tips fans to give more.

The #1MillionLaughs campaign will be supported by out-of-home activity and social media support, including sponsored posts on Facebook and Twitter, a new Snapchat filter and a ChatBot.

PG tips has also launched limited edition packs featuring jokes inside to inspire consumers to take part.

The PG tips ChatBot is an online tool which will allow consumers to message the PG tips Monkey brand character directly via @MostFamousMonkey on Facebook Messenger and get jokes back. The ChatBot will also encourage users to donate via the app or ask questions about the charity and what the money is used for.

Fiachra Moloney, PG tips marketing manager at Unilever UK and Ireland, says: “We are thrilled to be supporting Comic Relief through our #1MillionLaughs campaign. We know that UK consumers are passionate about getting behind Red Nose Day and this activity is designed to do just that in a fun and engaging way. The unique ChatBot will give fans the chance to get their own daily dose of Red Nose Day as they receive jokes from Monkey himself.”

Monkey, the brand character who fronts PG Tips’ advertising and marketing, is actually owned by Comic Relief and used by PG Tips under license. Comic Relief has the rights to Monkey as the result of a legal settlement over ownership of the character between the receivers of ITV Digital, the digital pay TV channel which shut in March 2002.

Monkey was created by advertising agency Mother and made by Jim Henson’s Creature Shop (responsible for The Muppets) for ITV Digital’s advertising campaign, which also featured his partner Al (still played today by comedian Johnny Vegas).

Monkey was one of the channel’s few valuable assets, and became the subject of a year-long legal battle which was ended in February 2003 when both parties (Mother and the receivers) agreed to sign over rights to Comic Relief. The character then made a couple of appearances on TV and was the lead character in an as yet un-aired BBC variety show before being reunited with Johnny Vegas in a TV ad for PG Tips in 2007.

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Snatch, a brand new Augmented Reality gaming app which allows consumers to win coupons and prizes, has won backing from Unilever Ventures, the investment arm of FMCG giant, Unilever.

Snatch is a virtual treasure hunt that uses a player’s smartphone location paired with Augmented Reality to help players seek out and ‘snatch’ virtual parcels they see on their smartphone screens, which contain prizes.

Once they have held on to the parcel for six hours and kept them from being snatched by others, the parcel can be opened – and the real prize within is revealed. The game is constantly being updated to give players the most rewarding experience – from in-app features to prizes. Players also have a chance to win a year’s university fees as one of the top prizes.

Top brands already on the app include Unilever’s own Marmite, TopShop, TopMan, All Bar One, Mitchells & Butler, Just Eat, Pizza Hut Delivery, Rock Pamper Scissors and Now TV.

Following a period of BETA testing, the app was launched two months ago – and 50,000 parcels have already been snatched to date.

Jan Harley, Director of Unilever Ventures Digital Transformation unit, says: “Over the past year, augmented reality has gone from a novelty to a real part of our day-to-day lives. We believe that Snatch has the potential to transform the way brands are engaging with consumers. Immersing people in an interactive environment where they’re actively seeking out products and feeling the elation of winning something tangible, is a really exciting addition to the marketing toolkit. It’s an exciting period for the industry and something we’re keen to be part of.”

Phil Lloyd, Chief Marketing Officer at Snatch (and formerly Head of Advertising for Paddy Power), adds: “Snatch is about our brands engaging with consumers in a place they’re accepted and welcomed, not interrupting them with advertising in places they’d rather they weren’t. Combining brand rewards, real-world gaming and AR is fairly virgin territory, so we’re delighted that an investor like Unilever Ventures is on board at an early stage ahead of some very exciting plans for 2017 and beyond. We can’t wait to get cracking.”

Snatch also has the backing of Velocity Capital Advisors, a consumer technology fund which were original co-investors in the app.

Unilever Ventures is the venture capital and private equity arm of Unilever, which invests in early stage, promising companies, accelerating growth by providing access to Unilever’s global ecosystem, assets and expertise.

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Meat snack brand Peperami has linked up with the new Angry Birds movie in an on-pack prize promotion with Angry Birds merchandise and weekend trips to Barcelona as prizes.

The UK campaign positions Peperami’s brand ambassador, the Animal, as ‘Official Stunt Animal of The Angry Birds Movie’, undertaking really dangerous stunts that even Angry Birds cannot do.

There are two Barcelona breaks to be won, one for a family of four and the other for two adults; both include various adventure activities, and the family trip includes accommodation in an Angry Birds-style tree-house hotel.

A new bespoke Peperami TV ad supports the partnership.

In addition, Peperami and the Animal also feature in Rovio’s classic Angry Birds 2 game where a Peperami-branded ‘spell’ can be called upon to defeat the Piggies. The TV ad can be viewed to earn extra lives. Furthermore, a new game, Angry Birds Action, launches on April 28th and consumers can scan a ‘birdcode’ from their Peperami packs to gain additional content and lives in this game.

The promotional period kicked off at the end of March and runs until June 30th 2016. There are two elements to the prize promotion, an instant win and a prize draw.

Entry to the prize promotion is online; consumers have to enter a code from their Peperami packaging and their contact details at www.peperami-angrybirds.com. 2,000 instant win prizes have been allocated according to ‘winning moments’, and entrants will be told immediately if they have won one. All entrants will be entered into a prize draw for the two holidays which will take place after the promotional period ends.

In the instant win game, prizes include The Angry Birds Movie keyrings, 3D Piggy Puzzles, tube scarves and drawstring bags. The prize draw prizes are one trip to Barcelona for a family of four, including flights, three nights in a luxury tree house, and an Adventure Forest stunt course, and a trip for two adults to Bareclona including flights, two nights at a luxury hotel and a flyboarding (water powered stunt surfboard) experience.

The Peperami brand was sold along with BiFi, a very similar product sold in Germany and other European countries, to US snack foods company Jack Link’s in April 2014. Jack Link’s will be running the Angry Birds promotion in 11 countries where it sells the product under either the Peperami or BiFi brand names.

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Marmite is running an on pack promotion across its 250g jars, offering consumers the chance to receive a free superhero-themed Marmite egg cup with every purchase.

Shoppers need to buy promotional packs of Marmite – with the word ‘Marmighty’ splashed across the front – then find the unique code under the lid and go online to mighty.marmite.co.uk to redeem the offer. People can use as many codes as they want, but have to buy a new jar for each one. Consumers will be able to choose from a choice of two designs – red and blue – as part of the claim process. The promotion is open until August 31^st 2016.

Philippa Atkinson, Marmite Assistant Brand Manager at Unilever UK, says: “We’re excited to be launching our superhero Marmighty egg cups and we’re confident these will help us communicate how Marmite, which is rich in B vitamins, is a hearty breakfast spread that is guaranteed to give your breakfast some ‘oomph’. The giveaway is also a great way for us to engage a younger audience and inspire them with new ways to enjoy Marmite during breakfast occasions such as Marmite soldiers and eggs.”

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Pot Noodle has launched a new on pack promotion across its King Pot range, giving consumers the chance to enter a daily prize draw to win £1,000 to pursue their goals.
The promotion is running for 60 days and launched February 1.
Forming part of Pot Noodle’s wider ‘You Can Make It’ campaign, which aims to show how Pot Noodle fits the lifestyle of a young and go-getting audience, the new on pack promotion will be supported by a £2 million marketing media campaign across TV, Social and OOH channels.
Pot Noodle’s humorous ‘boxer’ advert, which first aired in September 2015, will also be returning to TV in February to promote the ‘You Can Make It’ campaign.
The on pack promotion and the wider ‘You Can Make It’ campaign
Monique Rossi, Pot Noodle marketing manager says: “This is our first ever King Pot on pack promotion and is a great chance for us to reward our loyal fans by offering them the chance to win one of 60 fantastic cash prizes.”
The on pack promotion will be available on four of the 114g King Pot variants including Chicken & Mushroom, Beef & Tomato, Original Curry and Bombay Bad Boy. There are 60 cash prizes to be won, one each day, via a simple underlid code that consumers submit on the Pot Noodle microsite. Once submitted, each entrant will be in with a chance to win £1,000 in the daily cash prize draws.
The King Pot promotional pots feature limited edition packaging that shows £50 notes raining down and also a clear promotional flash running along the top highlighting the daily giveaway.
The Unilever-owned brand is the UK’s biggest selling Instant Hot Snack with a 47% market share and the King Pot range is apparently a key driver of growth in the category as consumers trade up to larger formats.
The ‘You can make it!’ advertising campaign was created by ad agency Lucky Generals and is aimed at repositioning Pot Noodle from being a snack for lazy people and students to being a snack for people who want more time to pursue their dreams.
As part of the campaign, Pot Noodle and Lucky Generals have also collaborated with music agency Big Sync Music to create and produce a music video which launched February 3 and which features the rap track which is the backing music for the current Pot Noodle ad, which has had nearly 2 million views on YouTube. The track, called ‘Winner’, is performed by music act RAYLO, fronted by 27 year-old rap artist Reece Whyte.
Since appearing on the Pot Noodle TV campaign, there has been a huge amount of interest from the public and music industry alike, which has culminated in RAYLO signing ‘Winner’ to be released by US based record label Ultra Records, home to Calvin Harris, David Guetta, OMI and Tiësto.
Unilever worked with Lucky Generals and Big Sync to launch the track on a bigger scale – building upon Pot Noodle’s strategy of helping young people to ‘make it’. As well as launching the music video online, the film will be aired at The X Factor tour nationwide and hosted on Shazam as part of a wider media partnership.
Lena Portchmouth, Brand Manager, Pot Noodle, says: “Building off the success of Pot Noodle’s ‘You can make It’ campaign, this music video is not only relevant to Pot Noodle’s target audience, it also allows us to create fantastic content in channels we know they engage with.”

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