Unilever Appoints SAMY To Lead Global Influencer Strategy For Foods Division

Updated: March 25, 2026 05:11

Image Source: Campaign Asia

Unilever has appointed social-first agency SAMY to lead its global influencer strategy for the Foods business group across 13 markets. The mandate covers major brands like Knorr and Hellmann’s, with SAMY deploying its proprietary Maia platform to access over 120 million influencers worldwide and deliver culturally relevant campaigns.

On March 24, 2026, Unilever confirmed its partnership with SAMY following a multi-agency pitch. The collaboration reflects Unilever’s pivot toward digital-native channels and social-first marketing, embedding influencer-led strategies into its Foods division. The account will be managed from the UK, supported by local teams across key markets.

Scope Of Partnership

•⁠ ⁠Covers 13 global markets including the US, UK, Germany, Indonesia, and Brazil.

•⁠ ⁠Focuses on Unilever’s Foods business group, with brands like Knorr and Hellmann’s.

•⁠ ⁠SAMY will deploy its Maia platform, offering access to 120 million influencers.

•⁠ ⁠Strategy combines centralized planning with local cultural insights for relevance.

Strategic Significance

•⁠ ⁠Reinforces Unilever’s “many-to-many” brand-building vision, emphasizing participation in culture.

•⁠ ⁠Ensures hyper-local intelligence while maintaining global consistency.

•⁠ ⁠Reflects Unilever’s decisive pivot toward social-first, AI-driven marketing channels.

•⁠ ⁠Positions SAMY as a key partner in scaling influencer-led campaigns globally.

Industry Impact

This move highlights the growing importance of influencer marketing in FMCG. By leveraging SAMY’s tech-driven insights, Unilever aims to strengthen consumer engagement, enhance brand authenticity, and drive growth in competitive food categories worldwide.

Key Highlights

•⁠ ⁠Unilever appoints SAMY for global influencer strategy in Foods division

•⁠ ⁠Partnership spans 13 markets including US, UK, Germany, Indonesia, Brazil

•⁠ ⁠Brands covered include Knorr and Hellmann’s

•⁠ ⁠SAMY’s Maia platform connects with 120 million influencers worldwide

•⁠ ⁠Strategy blends centralized planning with local cultural relevance

Sources: Exchange4Media, afaqs!, Marketing Dive, Samy Corporate Release

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