Planning Awards: BBH, London (II) (Silver)

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. They left no confusion that the heart has physical, emotional and symbolic attributes, and that Flora helps you “love your heart” on multiple levels.

“Both planning and creative picked up an ailing brand in an ailing category, and reframed, reenergized and re-vitalized both. The paper and the analysis was a joy to read. Another one for the textbooks,” says judge Tony Quinn of Leagas Delaney, London.

“The work clearly shows the quality of the strategic thinking,” adds judge Paul Matheson of Ogilvy & Mather, Asia Pacific. “And while not edgy, this work feels engaging, populist and able to engage with its audience of older women in a bright and positive way.”