The Start of Something Good

Becel today announced the launch of its new campaign, “The Start of Something Good”, created by TBWA\NEBOKO. This bold and playful campaign positions something as simple as choosing Becel, which is naturally rich in omega-3 and good for the heart, as your daily spread could kick start a healthier lifestyle.

A playful campaign with an important mission 
While the whole world is obsessed with all kinds of bizarre health trends, heart health is often forgotten and is actually the most important. Cardiovascular diseases (CVD) are the number one cause of death globally¹, and the development of CVD can be prevented by addressing behavioral risk factors such as diet. 

Unsaturated fats, including Omega 3 and 6 are proven to be key to heart health, helping to maintain normal blood cholesterol levels. However, a recent scientific study showed that - in most countries - people aren't consuming enough. Switching from butter to Becel is a simple and delicious way to increase intake of essential fats Omega 3 and 6 and it’s made from 100% natural ingredients. 

Commitment to better choices 
This simple choice forms the basis of Becel’s new campaign. The ethos of “The Start of Something Good” reinforces the brand’s mission: to help people make simple, achievable steps toward healthier habits. 

“At Becel, we believe that wellness isn’t about big changes, it’s about small achievable steps,” says Alexis Berger, Global Head of Brand Becel & ProActiv at Flora Food Group. “This campaign embodies that. Whether it’s choosing heart-healthy spreads or exploring new habits, we want to encourage people to take that first step, whatever that may look like for them. From a deliciously simple breakfast to the journey of habit hacking, this campaign resonates with today’s consumer, reminding them that small choices lead to big changes.” 

The campaign will go live on 9th June and be supported by a 360-campaign including TV, social media, influencer collaborations, retail experiences, online video, and out-of-home placements, all developed in a streamline efficient production approach.