UNILEVER PROMOTES LOW CHOLESTEROL MARGARINE
By Adnews Staff
Toronto-based Unilever Canada will promote the introduction of its Becel pro.activ margarine with a multimedia campaign scheduled to roll out in the next couple of weeks. Pro.activ margarine is made with plant sterols which, according to the company, help consumers manage their cholesterol. Distribution of the margarine to Canadian grocery stores began earlier this month. The $2 million campaign will continue with the brand's "Becel takes your health to heart" tagline. Print, television and outdoor elements will be used. The campaign, from Ogilvy & Mather of Toronto, will target consumers aged 40+ who are focused on managing their diet and health. The Becel product line also includes regular Becel, Becel Light, Becel Salt Free, Becel RSF and Becel Oil. Advertising will be accompanied by public relations from Fleishman-Hillard of Toronto.