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Leandro Barreto on stage at Cannes Lions delivering his keynote speech in front of a photo of a flames.

Powerful brands grow through the ideas communities choose to share

In today’s world of infinite content and algorithmic distribution, brands grow by creating ideas communities choose to pass on. At Cannes Lions 2026, Unilever’s Chief Marketing Officer Leandro Barreto explores the new frontier of demand generation.

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Line-up of Knorr’s Professional Ready-to-Use Mexican sauces range: Chipotle Honey Lime, Mango Habanero and Smoky Ancho Birria

Gen Z demand for authentic cuisine drives growth for UFS

Read how Unilever Food Solutions is growing the business by creating products that are rooted in market insights – including trending cuisines, diner behaviours and industry shifts – and its deep understanding of what professional chefs need.

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