MARKETING MIX: Unilever goes bananas for recruits

The graduate recruitment season is upon us, with marketing companies battling it out with rival industries for the brightest and best in the graduate pack. Now, however, FMCG giant Unilever has added flavour to the ’milk round’ with a shipment of bananas. Unilever’s direct marketing agency, Barraclough Hall Woolston Gray, recently visited the University of Warwick to test its latest attention-grabbing tactic, which involved posting bananas, attached to invitations to the Unilever presentation, into the pigeonholes of 500 of the University’s most brilliant graduates.

The graduate recruitment season is upon us, with marketing

companies battling it out with rival industries for the brightest and

best in the graduate pack. Now, however, FMCG giant Unilever has added

flavour to the ’milk round’ with a shipment of bananas. Unilever’s

direct marketing agency, Barraclough Hall Woolston Gray, recently

visited the University of Warwick to test its latest attention-grabbing

tactic, which involved posting bananas, attached to invitations to the

Unilever presentation, into the pigeonholes of 500 of the University’s

most brilliant graduates.



Each invitation was personally labelled proclaiming ’you have been

hand-picked to attend the Unilever graduate presentation’. But did it

work?



While the agency laments the absence of tracking information, Unilever

is claiming better attendance levels at the company presentation than

the previous year.



Jan Smith, former group strategic director at the RAC, has never been a

woman who shirks a challenge. Described by an ex-colleague at Mazda as

’having more balls than most of the men in this industry’, Smith became

famous, while at the RAC, for conducting three agency reviews in one

year.



She also set up the first ’virtual’ agency to work on a marketing

strategy that involved repositioning the RAC as a transport company. Now

Mix hears Smith, 50, has embarked on a new challenge. Together with her

partner Ian Brawn, Smith is taking part in the 42-day London to Cape

Town Classic Reliability Rally in their 1965 Porsche 911. Their trip

will raise funds for charity Sight Savers, which works to prevent and

cure blindness among people in developing countries.



The drive will take them from the snowy mountains of Eastern Europe to

the deserts of Namibia - areas as yet beyond the reaches of the RAC.

Despite this, Smith is typically bullish of success. ’If the car breaks

down,’ she said before setting off, ’I’ll be fixing it myself.’ Sight

Savers can be contacted on 01444 446600.



Scottish Courage has a problem. Random acts of violence are being

carried out on 20-foot cardboard cut-outs of John Smith’s latest brand

spokesman, the No Nonsense Man, around the UK. As fast as the company

can put up the posters, bits of No Nonsense Man, most often his legs,

are disappearing.



To date he has been found legless in Leicester, Aberdeen, Birmingham and

Vauxhall and headless in Coventry. ’It’s a mystery to us what consumers

are doing with Britain’s biggest beer drinker,’ said a puzzled Scottish

Courage spokeswoman.



Agencies, it seems, will do anything to keep the client happy. At

Oxfordshire-based agency, LVB DraftWorldwide, one member of staff has

opted to bare all for an ad campaign for one of its clients. Ben Lawton,

a junior art director, volunteered to pose naked except for a motorbike

helmet in an ad for motorbike insurance company Bennetts. Far from being

put off by the experience, Lawton, who made a brief ’star’ appearance at

Bennetts’ stand at the Bike Show in Birmingham last week, is taking his

new-found stardom in his stride. ’It’s all in a days work for me,’ he

says, ’I can’t wait to see what they ask me to do next!’



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug