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AGENCY: BBH, London
Client: Unilever
Brand: Becel/Flora
Category: International
Campaign Title: “Love Your Heart”
Planner: Catriona Berry
Another example of brand bravery from an established packaged-goods brand.
Flora (Becel in Europe) was a well-established margarine that needed to be part of a developing heart health category. Instead of using shock tactics, it started with a rigorous psychological understanding of the path to behavior change. This, in turn, informed both creative and channel thinking.
The insight that consumers separate their physical heart from their “emotional” heart and a brief that simply stated, “Use emotion to make the heart more relevant and urge people to start loving their heart,” led to powerful creative executions.
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