Campaign details

Brand: Becel
Brand owner: Upfield Canada
Lead agencies: Mindshare, Unilever
Contributing agency: Edelman
Country: Canada
Industries: Dairy products, fats, oils
Media channels: Competitions & contests, Events & experiential, Integrated, Mobile & apps, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Social media, Television, Word of mouth, influencers
Budget: 500k - 1 million

Executive summary

For a long time, plant-based spreads and oils brand Becel had been unable to steal share from the yellow fats category leader, butter. But Canadian lifestyles were changing, and so were eating habits.

With the new push for a plant-based diet, Becel's Power of Plants campaign was able to show Canadians that living a plant-based lifestyle was not only easy, but delicious, too.