Plant-based food producers Upfield has announced that Flora has become a sponsor for the Virgin Money London Marathon once again 11 years on since their last deal.

The buttery spread brand who was a sponsor for the national running event from 1996 to 2009, signed a four-year sponsorship deal that will last until 2023.

Flora will be one of many sponsors set to appear at the 40th race which will be held virtually for the first time ever this weekend (Sunday, 4th October).

Around 45,000 runners are expected to take part nearly six months after the original date was postponed due to the coronavirus pandemic.

To celebrate the partnership, Flora has partnered with three-time London Marathon winner and World Record setter Paula Radcliffe as part of its campaign ‘Get Towns Active’.

Consumers will be inspired to stay happy and healthy via social media, with running tips and nutritious recipes hosted on the https://www.flora.com/en-gb/flora/keep-running.

In the weeks leading up to the marathon, Flora also launched an initiative to boost fundraising efforts for small charities.

The competition, which was hosted on the brand’s Instagram donated £1,000 to a different participant every week to support their charitable cause.

Catherine Lloyd, marketing director of Upfield UK & Ireland: “We’re so excited for Flora to be partnering with the Virgin Money London Marathon once more. So many shoppers remember the brand’s iconic association with the race, so we are delighted to be rekindling the partnership until 2023.

“We’re also asking runners to run for their towns by following the campaign on social media at #GetTownsActive.

“Staying happy and healthy is more important than ever this year, so we hope to see shoppers inspired by the campaign and enjoying FLORA margarine, by creating healthy and nutritious recipes at home.”

Flora will be rolling out on-pack messaging in the New Year in support of the London Marathon partnership and activating in-store with retail partners.