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Analogfolk Business on the Move Unilever

Unilever enlists AnalogFolk to handle digital for UK foods amid efficiency drive


By Rebecca Stewart, Trends Editor

January 16, 2018 | 3 min read

Unilever has appointed AnalogFolk as its digital agency of record for its UK food portfolio, which includes brands like Marmite, Knorr, Colman's and Pot Noodle.

marmite taste test app screenshot

The agency has already worked with Unilever on campaigns like the 'Marmite’s Gene Project'

The independent shop will deliver digital campaigns for individual brands and at category level. It will be the only digital agency to work with these brands in the UK.

It's understood the appointment will displace around 20 agencies who previously worked with Unilever on this portfolio, which used to include its spreads business until it was sold on to KKR in December 2017.

AnalogFolk's cross-category appointment comes amid an ongoing efficiency drive from Unilever to cut the number of agencies it works with – which last year stood at around 3,000 – in half.

Despite continued cost-cutting measures from Unilever and its rival P&G in the digital space, the Internet Advertising Bureau (IAB UK) recently claimed that for every £1 Unilever spends on display ads it returns almost double in sales.

AnalogFolk was originally appointed Unilever's roster in 2016. It has worked with a diverse range of the group's of brands including the full hair category, PG tips, and Persil.

Last September, the agency's 'The Gene Project' campaign for Marmite used Microsoft’s Emotion API facial recognition technology to categorise consumers as 'lovers' or 'haters'.

"We need a strong digital partner who can deliver digital brand strategy and experiences that exceed the expectations of our customers," said Jon Walbancke brand building director for Unilever UK and Ireland. "AnalogFolk have the right creative mindset, strategic muscle and understand the rewards to be delivered from this cross-category approach."

Analogfolk Business on the Move Unilever

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