Samy’s Role in Unilever’s Social Shift (Image Credits: Pixabay)
Unilever has selected social-first agency Samy to build and execute a unified global influencer strategy for its Foods business. The appointment highlights the division’s push toward social platforms even as the company negotiates a potential sale to McCormick & Company. Brands such as Hellmann’s mayonnaise and Knorr seasonings stand to benefit from enhanced creator partnerships across key international markets.[1][2]
Samy’s Role in Unilever’s Social Shift
Unilever’s Foods division made the decision to partner with Samy last week, signaling a deeper commitment to influencer marketing. The agency will deploy its expertise to create systems for influencer selection, activation, and performance tracking. This effort aligns with broader goals to shift half of digital media spending to social channels and engage 20 times more creators than before.[1]
Meg Bass, global media manager at Unilever Foods, emphasized the focus on authenticity. “At Unilever, it’s about going where the consumers are and building Desire at Scale – growing our brands by embedding them authentically in culture,” she stated. Samy’s involvement promises to blend data-driven insights with local cultural nuances, ensuring campaigns resonate in diverse settings.[1]
Maia Platform Powers the Partnership
Central to the collaboration is Samy’s proprietary Maia platform, which grants access to over 120 million influencers worldwide along with detailed performance metrics. The tool will help Unilever identify optimal creators and measure campaign effectiveness systematically. Deployment frameworks will standardize processes while allowing flexibility for regional adaptations.[2]
Sonsoles Piñeiro Kruik, chief growth officer at Samy, described the approach as “glocal.” Teams across continents will integrate hyper-local intelligence into a global framework, avoiding generic strategies. This setup addresses growing demands for accountability in influencer spend, a challenge as marketing budgets expand.[1]
Targeting 13 Strategic Markets
The strategy spans 13 markets, reflecting Unilever Foods’ international footprint. Coverage includes established hubs and emerging regions to maximize reach.
- United States
- United Kingdom
- Mexico
- Brazil
- Indonesia
- Philippines
- Germany
- France
- Poland
- Pakistan
- Argentina
- Canada
- Turkey
Local teams will tailor activations to cultural contexts, from flavor preferences in Latin America to social trends in Asia. This multi-market rollout supports Unilever’s “many to many” vision, where brands participate in real-time cultural conversations powered by creators and AI.[3]
Food Business Faces Transformation
Unilever’s Foods division generated over 12.9 billion euros in 2025, accounting for about a quarter of total sales. Iconic brands like Hellmann’s, Knorr, Frank’s RedHot, and French’s drive this portfolio. The unit recently shifted toward social-first campaigns, with Hellmann’s and Knorr leading examples.[4]
Discussions with McCormick advanced last week, following an inbound offer. Analysts peg the division’s enterprise value between 28 and 31 billion euros. A deal could involve a spinoff merger, allowing Unilever to refocus on high-growth areas like personal care. Both companies confirmed ongoing talks but stressed no agreement exists yet.[5]
The potential transaction would create a flavorings powerhouse, combining McCormick’s spices with Unilever’s condiments. McCormick shares dipped on the news, while Unilever’s rose modestly. Observers note the complexity, given the size disparity – Unilever Foods produces roughly three times McCormick’s profit.[4]
Key Takeaways
- Samy’s Maia platform connects Unilever to 120 million+ influencers for data-backed decisions.
- Strategy covers 13 markets with a “glocal” model blending global scale and local relevance.
- Amid McCormick talks, Unilever prioritizes social media to boost Foods brands’ cultural embedding.
Unilever’s influencer push demonstrates resilience in uncertain times, positioning its food icons for sustained relevance. As negotiations unfold, this marketing evolution could influence the division’s appeal to buyers. What implications do you see for the CPG landscape? Share your thoughts in the comments.
