Flora and Unilever

Flora and Unilever

2 Halves worked with the Flora team at Unilever Bestfoods to increase the value gained by the brand from their sponsorship of the Flora Light Women’s Challenge – the largest women’s fun run in the UK.

Work carried out included evaluating the event against Flora’s sponsorship objectives, assessing the brand fit and analysing the emerging competitor set.

Recommendations were made to enhance the race format, venue, event logo, press coverage, celebrity endorsement, synergies with the Flora London Marathon, official partner activity, merchandise sales and retail & on-pack promotions.

As a result, the Flora brand benefited significantly from a massive increase in sponsorship value and the event tripled in size. Following a change of ownership the event is now known as the adidas Women’s Challenge.

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