Becel has launched a new global campaign, “The Start of Something Good,” created by TBWA\NEBOKO, to inspire people to make simple daily choices for better heart health. This vibrant and engaging campaign positions Becel, a spread rich in omega-3 and unsaturated fats, as a convenient and delicious way to support long-term cardiovascular wellness.
The campaign addresses an important health message often overshadowed by fleeting diet fads: heart health. Cardiovascular diseases (CVD) remain the leading cause of death worldwide, yet they can largely be prevented by adopting healthier habits, particularly through diet. Omega-3 and omega-6 fatty acids are key for maintaining healthy cholesterol levels, but studies show that most people aren’t getting enough. By switching from butter to Becel, which is made from 100% natural ingredients, consumers can increase their intake of these essential fats.
“This campaign embodies our belief that wellness isn’t about dramatic overhauls—it’s about small, achievable steps,” said Alexis Berger, global head of brand Becel and ProActiv at Flora Food Group. “Whether it’s choosing heart-healthy spreads or starting new routines, we want to encourage people to take that first step, no matter how small. From a tasty breakfast to habit hacking, this campaign speaks to the modern consumer, showing them that small choices can make a big difference.”
Joris Philippart, executive creative director at TBWA\NEBOKO, shared insights on the campaign’s vision: “We wanted to give Becel a fresh relevance by tapping into the global wellness trend. With our talented partners, we crafted an engaging and theatrical approach to highlight the overwhelming world of health options.”
Thomas van der Helm, head of account, highlighted the strong collaboration behind the campaign’s development: “This work grew from a true partnership with Becel, grounded in trust and shared ambition. Our aim was to create something that stands out in the category and truly resonates with audiences.”
To maximize impact, the campaign brings together the strengths of FEED and MAKE, TBWA’s in-house social and production teams, ensuring cohesive storytelling across every platform.
Set to go live on June 9th, “The Start of Something Good” will roll out through a comprehensive 360-degree activation, spanning TV, social media, influencer collaborations, retail experiences, online video, and out-of-home placements.
In a world crowded with health advice, Becel’s campaign cuts through the noise to deliver a straightforward message: taking small, consistent steps—like choosing Becel—can lead to healthier hearts and better living.
