Becel

Promoting a healthy lifestyle with a dynamic campaign

Becel, known as Flora in the UK and Promise in the US, is a brand of margarine sold in over 25 countries across the globe. Produced by Upfield, the largest plant-based consumer products company in the world, Becel focuses on promoting the blood cholesterol lowering qualities of its buttery spread. A dedicated team at DEPT® helped the brand to amplify this message in the Netherlands with a dynamic campaign that increased engagement and brand preference, and stimulated purchase intention. Together, Becel and DEPT® delivered relevant content to the target group, exactly what, where and when they wanted it.

The + of a Strong Heart

Health is close to Becel’s heart. According to the brand, getting older does not mean becoming duller and less fit. On the contrary, Becel believes that the second half of your life is also beautiful, powerful and joyful. Particularly if you take good care of your heart and provide it with omega 3 and 6, important substances that Becel margarine contains. Changing the perspective on aging and using Becel products for your (heart) health is what its proposition, ‘The + of a Strong Heart’, is all about.

The portrait of Marianne

As part of the proposition, a portrait was made of Marianne, a fit woman in her fifties. Not only does she cycle to stay healthy, she also uses Becel products for her heart. We translated this idea into a social advertising campaign. The focus was on increased brand engagement and consideration, which we hoped to achieve through a high degree of relevance.

Our approach

For real winners: the yellow jersey

The creative hook of the campaign was the Tour de France. The reason is obvious: it combines Marianne’s passion for cycling with the colour yellow, which is both the colour of Becel and the colour of the jersey of the leader of the race. That’s why the Becel Yellow Jersey was created and, along with the message ‘The + of a Strong Heart’, featured in videos on Facebook and Instagram. At first, only Marianne wore the distinctive garment, but gradually there were more ‘ordinary people’ who put it on during a road bike ride. To activate the target group and to get them even more involved with the brand, a campaign was set up to win the Becel Yellow Jersey. Not only did it achieve extremely good results, but it also brought the campaign ‘to life’.

The right content at the right time

Besides the portrait of Marianne, we shared more content with the target group. You don’t cycle on an empty stomach. The perfect foundation for sports? Healthy recipes with Becel, of course. To be as relevant as possible, we worked with ad scheduling. For example, ads with breakfast recipes were only shown in the morning, while dinner inspiration was placed in the afternoon and evening.

Dynamic content with the help of Smartly

For the creation of the ads, we used the Smartly tool. With it, we developed templates based on the brand elements, visualising short stories with the following structure: recognisability (just like you), need (tasty and healthy food), solution (recipe) and argumentation (take good care of your heart). Thanks to dynamic creative optimisation, we developed a large variety of content in a short period of time. In addition, thanks to Smartly assets, we could personalise on scale and optimise directly according to campaign performance.

Exceptional results in all areas

Together with Becel, we generated a campaign with exceptional results regarding brand, communication and campaign objectives. Within the Brand Health Funnel, Becel has never measured such a large increase since the start of a campaign. The number of people loyal to the Becel brand has reached its highest point ever. Ad engagement and ad recall scores are higher than in previous Becel campaigns. The recipe page received a lot more visits during the campaign period.

+38% increase in brand consideration
+4% increase in brand loyalty
+30% increase in positive communication awareness

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