Unilever has appointed social-first agency SAMY to lead influencer strategy for its global food portfolio, following a competitive multi-agency pitch. The mandate spans key brands such as Knorr and Hellmann’s across 13 markets, including the US, UK, Germany, Indonesia, and Brazil.
The account will be centrally managed from the UK, with support from local teams to ensure cultural relevance in each region. At the core of the partnership is SAMY’s proprietary Maia platform, which enables large-scale influencer activation by combining global creator networks with real-time performance data.
The strategy focuses on balancing global consistency with local nuance. While Unilever aims to build a unified influencer framework, the execution will be tailored to individual market behaviours, preferences, and cultural contexts-moving away from a one-size-fits-all approach.
This collaboration reflects a broader shift in how global brands approach influencer marketing. Instead of fragmented efforts, Unilever is investing in a more structured, data-led ecosystem that allows for better decision-making, scalability, and measurable impact.
By integrating technology, data insights, and local expertise, the partnership is designed to embed Unilever’s food brands more authentically into culture, meeting consumers where they are most active.
As influencer marketing continues to evolve, this move positions Unilever to drive more effective creator collaborations at scale while maintaining relevance across diverse global markets.
