Unilever enlists Kaizo for Flora 'heart health' drive

Kaizo has landed a lucrative pan-European strategic comms brief with Flora.

The London-based agency has been brought in on a retained basis by brand owner Unilever. The account is believed to be worth in the region of £300,000.

Kaizo has been charged with creating innovative campaigns that aim to challenge complacency around heart health, building on Flora's well-known ‘healthy heart' campaigning.

Agency chairman Rosemary Brook, who declined to comment on fees, said the agency would seek to place the brand ‘at the front of mind for consumers looking to improve heart health'.

Flora will continue to use Cohn & Wolfe for UK consumer and ‘health' PR. It also uses KTB PR for the Flora pro.activ range - which includes a one-a-day yogurt drink - and its sponsorship of the London Marathon.

The brand's European comms strategy was previously overseen by C&W, but the agency stopped working with Flora in this capacity last year.

Kaizo has since under­taken various European comms projects, including a campaign to ‘make cholesterol reduction relevant to people's daily lives'.

Flora is currently promoting a global campaign under the strapline ‘Love Your Heart'. Unilever is investing £20m in its overall market-ing strategy to highlight the importance of heart health.

Kaizo, whose work is on a retainer, reports to Michele Gerlack, who has the unusual title of European indirect comms manager.

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