The Guardian's Unusual Take on Native Ads

Kicking off campaign with Unilever

The Guardian is jumping on the native ad trend—but, in character for the British newspaper, it’s doing so in its own way. Today it announced the first client, Unilever, of Guardian Labs, its in-house branded content unit. For the year-long, seven-figure campaign starting in March, the Guardian will create content to help connect Unilever with sustainability issues. The campaign will initially run in the U.K., although it’s not ruling out migrating it to the U.S.