Unilever has appointed SAMY to lead the global influencer strategy for its foods business, as the FMCG major looks to strengthen its creator-led marketing approach across markets.
The mandate has covered 13 markets, with SAMY tasked with building scalable frameworks, tools, and partnerships to drive influencer-led engagement for brands within Unilever’s foods portfolio.
As part of the collaboration, Unilever has aimed to combine intelligence-led insights with creator ecosystems, enabling access to a network of over 120 million influencers globally. The strategy has focused on blending global direction with localised execution to ensure brand relevance across diverse audiences.
The partnership is expected to support key brands such as Hellmann’s and Knorr, with an emphasis on building long-term creator relationships and driving consistent brand storytelling across platforms.
