Unilever readies Avo Alley promotion
Unilever Canada is preparing a promotion for its Becel margarine brand. The initiative will take the form of a temporary restaurant called Avo Alley in Toronto. The location will operate in a downtown alley on Sept. 14 and 15, offering a number of avocado-themed recipes developed and prepared by chef Matt Dean Pettit. The promotion is in support of a new product called Becel with Avocado Oil. It will be conducted in association with online booking service YP Dine and supported with social media activities.
The restaurant is part of an overall campaign that also includes television, digital, out-of-home and in-store advertising. The campaign was developed by Edelman, with media work handled by Mindshare.