Unilever has well and truly got the digital buzz.

Not one to shy away, Unilever has been using online media to engage with new audiences for its margarine brands.

It is building on its digital work and experience with the Flora brand, which has long used online to promote its healthy benefits, to promote similar products in the FMCG giant’s brand portfolio.

In fact, Flora was one of the first brands in Unilever’s Bestfoods division to advertise on the web, introducing an online campaign back in 2002. From this success, Unilever has hired digital partners to create online campaigns for both the Bertolli and Stork brands, following the work it had carried out online for Flora since it first started working with the brand in 2007.

The online activity in particular, is focused on creating interesting content in order to attract people to an everyday product. The Bertolli campaign will centre on bertollipassions.co.uk, which aims to attract food enthusiasts and position the product as the number one olive oil spread in the UK. It would seem that the centre peice to this is Katie’s Diary by travel writer Katie Bishop, who’s travelling around the Med blogging about the origin of foods and the culture of each country. It’s making my mouth salivate just writing this.

A nice little enticement from their digital pr, visitors can sign up to the email alerts recording the journey and enter competitions. The whole site will be supported by search and a direct mail campaign, as well as using the brand’s existing social network presences.

Further, the online campaign centre’s on its origin and its relationship with baking, and so has a section devoted to bakery recipes, tips for baking and information on the brand’s history. Not only this, but it will also contain video recipe tips from one of the UK’s first celebrity chefs, Margueritte Patten.

They said they wanted to create interest, interest in margarine, and by jo I think they may be on to a winner with the way in which they have combined it with the wider interest of cooking. Tasty delights always attract the masses. Let’s watch and see.