Campaign details
Brand: BecelBrand owner: Upfield CanadaLead agencies: Mindshare, UnileverContributing agency: EdelmanCountry: CanadaIndustries: Dairy products, fats, oilsMedia 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, influencersBudget: 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...