Becel (Flora Foods) — Canada
From credibility to conversion in a
declining category.
Awareness existed.
Preference and switching did not.
While Becel remained a trusted household name, its Plant Butter category represented a key growth opportunity in a market increasingly influenced by butter resurgence, changing cooking habits, and demand for wholesome, plant-based alternatives.
Consumers needed more than nutritional proof points. They needed a reason to believe Becel Plant Butter belonged in their kitchens — and a reason to choose it over butter at shelf. This was especially true among younger consumers, who are actively reshaping the spreads category.
The opportunity was clear: move beyond awareness and create a reason to choose Becel, then convert that choice at shelf.
People don’t switch ingredients based on information alone. They switch when they believe the alternative will perform.
For Becel Plant Butter, the barrier wasn’t awareness — it was confidence. Consumers needed to see that it could cook, bake, spread, and taste just as good in everyday life.
By pairing trusted creators with recipe-led storytelling and culturally relevant campaign moments, we made trying Becel feel simple, modern, and worth choosing.
7.8%
Plant Butter household penetration before strategy shift (as of January, 2023)
14%
Household penetration peak following new communications approach (April, 2025)
~2x
Near doubling of household penetration and category adoption
Source: Nielsen IQ Panel on Demand, Rolling 52w ending Dec 27, 2025
A system connecting credibility, culture, content, and conversion.
Social was designed to influence how people think, feel, and ultimately act, both in their kitchens and at shelf.
- 1Made Becel Plant Butter the hero of social content, positioning it as an easy and delicious everyday swap for dairy butter in recipes across cooking, baking and spreading occasions
- 2Reframed Becel’s social voice to connect with younger, food-curious audiences exploring plant-based and healthy alternatives
- 3Activated a creator strategy with trusted food creators, nutrition experts and home cooks to demonstrate authentic usage and build credibility through lived experience
- 4Built recipe-led content designed to inspire trial while proving versatility in real kitchens
- 5Extended the reach of the “Skip the Cow” campaign through organic and paid social amplification, bringing Gordon Ramsay’s ATL platform into creator-led and channel-native formats
The result was measurable growth in trial and household penetration, helping establish Becel Plant Butter as a compelling everyday alternative in Canadian kitchens.
Three functions, one connected system.
Our work is structured around three core functions:
Influence Preference
Credible creators and everyday food content reposition Becel within modern eating habits, building trust and relevance.
Drive Trial
Recipe-led storytelling and product-first content gave consumers the confidence to try Becel Plant Butter in their own kitchens — proving it as a simple, delicious everyday swap.
Drive Measurable Growth
An always-on system of content, community, and campaign integration translates awareness into real-world switching and purchase behaviour.
The Social-to-Pipeline Gap in B2B Marketing.
Social media activity, without pipeline. What's missing?
Read the Report