2019 Winner
Unilever - Becel
Power of Plants
Mindshare Canada
SilverActing on Insights
The perimeter of the grocery store is getting a lot more action these days, as plant-based eating and zero-waste shopping steamrolls into retail. Younger gens opt for holistic health over material things, making it the new luxury. But what if your brand’s product has always aligned with this growing demand?
Over the past few years, butter products have been deemed more “natural” and have consequently eroded Becel’s value proposition. But, suprise, surprise: Becel has been using plant-based oils for the last 40 years. Consumers can participate in the hot health movement just by using its spread – a message the brand set out to broadcast far and wide.
Working with Mindshare, Becel partnered with Corus, as well as “vegan-ish” influencer Jillian Harris and dietitian Tori Wesszer to get people cooking with its product. The two came up with plant-based recipes and tips for online and in-store, while the brand brought those meals to life through a pop-up resto, called PLNT. There, everything was made from plants: the furniture, the decor, the dinner ware and, of course, the food.
For a declining category, the Silver Acting on Insights-winning “Power of Plants” campaign turned the tide for Becel: sales volume improved from a decline of 1% to an increase of 6%.
Credits
UNILEVER:
Jon Affleck (General Manager, BCS Canada)
Nicole Fischer (Senior Brand Manager, Becel)
Mitesh Desai (Senior Assistant Brand Manager, Becel)
MINDSHARE:
Effie Kalambalikis (Senior Manager, Strategy)
Darcy MacNeil (Director, Content +)
Andrea Miliauskas (Director, Strategy)
Amy Turkovich (Manager, Social)
Jennifer Taylor (Manager, Digital)
Kyle Hodgins (Senior Manager, Broadcast)
EDELMAN:
Andrew Simon, Chief Creative Officer
Jennifer Meehan, Executive Vice President
Dana Singleton, Vice President
Neil Mohan, Vice President
Ava Shafman, Account Director
Erin Cochrane, Account Manager
Charlotte Coulson, Account Manager
Emily Barnes, Account Manager
Peter McIntyre, Senior Account Manager
Rachel Bloom, Senior Account Executive
Madeleine Davidson, Account Executive
Caroline Murphy, Account Executive
Nora Hickey, Senior Account Executive
Lindsay Page, Director, Planning
Scott Tavener, Senior Writer
Hira Gomes, Art Director
Ryley Murray, Account Director
Lauren Cosentino, Account Director
Tamara Sulliman, Director, Creative Operations & Production
Stephanie Bannan, Senior Account Manager
Courtney McNamara, Senior Account Executive
Hannah Mograby, Account Executive
Lynn Johnson, Senior Account Director
Donna Battista, Senior Account Director
Bianca Farinacci, Senior Account Manager
Louise Hugot, Account Executive
Josh Sam, Content Creator & Producer