Frank to promote Persil film tie-in

Unilever is to use consumer specialist Frank PR on a project to promote Persil Non-Bio's link-up with forthcoming kids' film Happy Feet.

The agency is planning a celebrity-led campaign ­targeting families and mothers and drawing on the ‘feelgood factor' of the Warner Bros film, which stars a ­tap-dancing penguin called Mumble.Frank MD Andrew Bloch said the campaign would build up to the film's UK release on 8 December.

Fluffy penguin toys are being given away with packs of Persil Non-Bio in a bid to keep mothers buying the brand.

Frank's campaign will seek to boost awareness of this sales promotion.

Frank has recently bagged other project work from Unilever, such as Slim-Fast (PRWeek, 7 July) and Colman's (PRWeek, 9 June). It also promotes fruit-drink AdeZ, Sure Sport and I Can't Believe It's Not Butter.

But the agency pitched competitively for the Persil Non-Bio business.

Unilever's core Persil campaign continues to be handled by Lexis PR. Frank is, however, working alongside Lexis on the ‘Be my coach' campaign, which encourages kids and their parents to get out and exercise together.

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