Flora to sponsor London Marathon

The brand is partnering with three-time London Marathon winner and World Record setter Paula Radcliffe as part of it’s campaign ‘Get Towns Active’, which aims to inspire consumers to stay healthy via a social media campaign and creating running tips and nutritious recipes hosted on the brand’s website.

Flora has also launched an initiative to boost fundraising efforts for small charities. The competition, which was hosted on the brand’s Instagram page, donated £1,000 to a different participant every week to support their charitable cause.

Catherine Lloyd, marketing director of Upfield UK & Ireland: “We’re so excited for Flora to be partnering with the Virgin Money London Marathon once more. So many shoppers remember the brand’s iconic association with the race, so we’re delighted to be rekindling the partnership until 2023.

“To support the nation in getting more active and eating a healthier, balanced diet, we’re giving consumers the chance to win prizes and access nutrition and training tips via our ‘Keep Running’ content hub on the Flora website. We’re also asking runners to run for their towns by following the campaign on social media at #GetTownsActive. Staying happy and healthy is more important than ever this year, so we hope to see shoppers inspired by the campaign and enjoying Flora margarine, by creating healthy and nutritious recipes at home.”

The brand will also be rolling out on-pack messaging in the New Year in support of the London Marathon partnership and activating in-store with retail partners