| posted by

Flora kicks off £12.5m campaign with 750kg dinosaur made of plants

Flora, the Unilever-owned spread, has landed a dinosaur made from 750kg of plants at Westfield Stratford City today (25 March), as part of a new £12.5m programme.

The green diplodocus was trailed on the back of a lorry through London yesterday and will be in situ in the east London shopping centre until 4 April. It will then head north to the Trafford Centre in Manchester.

The experiential campaign has been devised to target children and families across the Easter holidays in association with the Eden Project. It aims to dispel kids’ notions that vegetables are boring, and consequently get them eating more greens, by explaining how some of the biggest creatures on earth were powered by plants.

At each activation location, children will be given an ‘explorer passport’ that can be used to collect stamp and record their scores as they tackle plant-based puzzles. These have been designed to showcase the ‘seed to sandwich’ story and include the Roar-o’meter and a sunflower high-striker game.

The Florasaurus initiative is being delivered by agency Hot Pickle. More activities in the new seven-digit campaign will be rolled out across the course of the year.

James Brennan, marketing manager at Unilever, said: "Today we’re showing our commitment to helping kids understand where food comes from, as well as the benefit of plant-based foods. This campaign forms part of our quest to make a positive impact through reconnecting children with the food they eat."

Featured by The Drum