Becel

Healthy eating made easy.

The Unilever brand, Becel, has a positive effect on cholesterol levels and helps each day to protect the cardiovascular system. hempfprigge* is also happy to help: from cooperative samplings in bakeries through to carrying out eye-catching guerrilla campaigns, we have worked closely with the Edelman agency since 2011 on various below-the-line measures for Germany’s favourite diet margarine.

Good for the heart and tasty too.

With its great buttery taste, Becel Gold is a heart-healthy and delicious alternative to butter. This is something consumers should find out for themselves – so we carried out a nationwide cooperative sampling in selected bakery chains.

Small, sample-sized packets of Becel Gold were handed out to customers so they could be won over by its refined buttery taste when they had breakfast or home or at the office. This allowed us to generate product contact with several million customers in over 1,000 stores.

We were able to easily conquer the particular challenges of acquiring suitable partner bakery contacts, as well as the handling and logistics of the products, which required refrigeration.

Guerrilla breakfast of the
“cardio runner”.

Whether at the Brandenburg Gate in Berlin, in rush hour traffic at Hamburg’s Kennedy bridge or at Marienplatz in Munich – hardly any large German city was safe from the
40 people in tight-fitting, blue full-body suits. They set up a breakfast table in just three minutes at highly frequented hotspots and set about having an enjoyable start to the day.

Following their breakfast, the cardio runners performed group yoga, aerobic and singing routines near popular local attractions or radio stations and caused quite a stir. The campaign was rounded off by handing out information flyers. The objective of this unusual campaign for the Becel margarine brand was to draw attention to the importance of cardiovascular health. the resulting campaign was a great success across the country and generated a huge PR impact.