Becel begins Fridge Goals campaign
Upfield Foods has begun a campaign for its Becel margarine brand encouraging consumers to “have more pride in their fridge.” The promotion, developed by Edelman, is aimed primarily at millennial-aged consumers and supports a product called Becel with Avocado Oil. It involves the participation of interior stylist Sarah Gunn, who provides advise on organizing a refrigerator using methods more common in other parts of the home. The campaign also encourages consumers to choose more plant-based foods. It includes digital, television and out-of-home advertising. Media work is being handled by Mindshare.