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Unilever's Food Division Taps Influencers Amidst Spinoff, Signalling CPG Shift
Unilever has appointed Samy, an influencer marketing agency, to develop a global strategy for its food business, which is reportedly being considered for sale to McCormick & Co. This move underscores the increasing reliance of major consumer packaged goods (CPG) brands on creator-led content, even during periods of significant corporate restructuring.
What Happened
- •Unilever engaged influencer marketing agency Samy to craft a worldwide influencer strategy for its food division.
- •This appointment occurs as Unilever's food business is reportedly in discussions for a potential sale to McCormick & Co.
- •The initiative focuses on leveraging creator content to boost brand engagement and reach for its food portfolio.
- •Samy's mandate includes developing a unified approach for influencer activations across various global markets.
- •The decision highlights a strategic investment in the creator economy for established CPG brands.
- •The news was reported by Marketing Dive on 24 March 2026.
Why It Matters for NZ Marketers
- •NZ CPG marketers must recognise influencer marketing as a core strategy, not an ancillary tactic, for brand growth and consumer connection.
- •Even with potential ownership changes, the value of direct-to-consumer engagement via creators remains a priority for global brands.
- •This signals that local NZ food brands, regardless of size, should assess their influencer strategies to remain competitive.
- •The emphasis on a global strategy suggests a need for NZ marketers to consider scalable, yet locally relevant, influencer campaigns.
- •It validates investment in robust measurement frameworks for influencer ROI, a critical area for NZ brands.
- •NZ agencies specialising in influencer marketing could see increased demand from CPG clients looking to emulate global best practices.
Strategic Implications
- •Integrate influencer marketing into the foundational marketing plan, moving beyond tactical activations to strategic partnerships.
- •Develop clear guidelines and frameworks for influencer engagement that can be adapted across diverse markets and brand portfolios.
- •Prioritise authentic creator relationships and long-term collaborations over one-off campaigns to build sustained brand affinity.
- •Invest in data analytics to effectively measure the impact of influencer campaigns on brand perception, sales, and market share.
- •Evaluate the potential for influencer-led content to drive e-commerce and direct-to-consumer sales channels.
- •Consider how influencer strategies can support brand narratives during periods of corporate change or market disruption.
Future Trend Signals
- •The creator economy will continue to mature, becoming an indispensable channel for CPGs globally.
- •Brands will seek more sophisticated, data-driven influencer strategies, moving away from purely reach-based metrics.
- •Influencer marketing will increasingly be viewed as a critical asset, even influencing M&A valuations for brand portfolios.
- •Expect a rise in specialist agencies and in-house capabilities dedicated to global influencer strategy and execution.
Sources
Editorial note: This analysis is original, AI-assisted editorial content. All source material is attributed with links. No full articles are reproduced. Short excerpts are used under fair dealing principles.
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