Unilever readies PLNT promotion for Becel
Unilever Canada will conduct a promotion in Toronto next week in support of its Becel margarine brand. Called "PLNT," the initiative will feature a temporary restaurant located in a greenhouse. The interior of the location will be constructed from plant-based materials, including the food, the decor and the servers' uniforms. The intent is to demonstrate the virtues of a plant-based diet.
Unilever will conduct the promotion in association with designer Jillian Harris. Proceeds from sales will be donated to the Heart & Stroke Foundation. The restaurant will operate from Feb. 28 to March 2. The effort also includes a website at <http://www.plantbasedbybecel.com> which offers a collection of plant-based recipes. In addition, the company has begun a social media contest via Instagram, the winner of which will receive a trip to Toronto to visit the restaurant. Other social media activities are also being incorporated.
The restaurant is part of a larger overall campaign that also includes television, digital, out-of-home and in-store advertising. The campaign was developed by Edelman, with media work by Mindshare.