• by Fern Siegel , March 27, 2026

Unilever has hired social agency Samy to create a global-influencer strategy for its Foods business group across 13 markets.

New strategy will be deployed in June. Markets include the U.S., U.K., Mexico, Brazil, Indonesia, the Philippines, Germany, France, Poland, Pakistan, Argentina, Canada and Turkey.

Unilever's social-first approach is designed to promote brand participation in culture in real time. Samy is utilizing its proprietary Maia platform, providing Unilever Foods access to more than 120 million influencers worldwide.

Sonsoles Piñeiro Kruik, Chief Growth Officer at Samy, said: “With teams working across continents, we’ll bring hyper-local intelligence into a shared global system, enabling Unilever to orchestrate influencer activity at scale, while ensuring creator partnerships are shaped by the realities of each local market, rather than a one-size-fits-all approach.”

Samy's team is connected across 20 offices and active in 55 markets.

Meg Bass, global media manager at Unilever's Foods, added: “It’s about going where the consumers are and building desire at scale — growing our brands by embedding them authentically in culture. This means leaning strongly into creators who can help our stories travel further and feel more authentic.”

The agency's clients include L’Oréal,The North Face, Diageo, Microsoft and Samsung.