Becel (Flora Foods), Canada
From credibility to conversion in a
declining category.
Skip the Cow campaign launch content designed to reposition Becel Plant Butter and drive trial through a culturally relevant campaign
Awareness existed.
Preference and switching did not.
While Becel remained a trusted household name, its Plant Butter category represented a key growth opportunity in a market increasingly influenced by butter resurgence, changing cooking habits, and demand for wholesome, plant-based alternatives.
Consumers needed more than nutritional proof points. They needed a reason to believe Becel Plant Butter belonged in their kitchens, and a reason to choose it over butter at shelf. This was especially true among younger consumers, who are actively reshaping the spreads category.
The opportunity was clear: move beyond awareness and create a reason to choose Becel, then convert that choice at shelf.
Creator-led recipe content designed to build confidence, inspire trial, and demonstrate everyday product versatility
People don’t switch ingredients based on information alone. They switch when they believe the alternative will perform.
For Becel Plant Butter, the barrier wasn’t awareness, it was confidence. Consumers needed to see that it could cook, bake, spread, and taste just as good in everyday life.
By pairing trusted creators with recipe-led storytelling and culturally relevant campaign moments, we made trying Becel feel simple, modern, and worth choosing.
7.8%
Plant Butter household penetration before strategy shift (as of January, 2023)
14%
Household penetration peak following new communications approach (April, 2025)
~2x
Near doubling of household penetration and category adoption
Source: Nielsen IQ Panel on Demand, Rolling 52w ending Dec 27, 2025
A system connecting credibility, culture, content, and cause.
Social was designed to influence how people think, feel, and ultimately act, both in their kitchens and at shelf.
- 1Prioritized Plant Butter within content to align with growth and switching objectives
- 2Activated nutritionists, dietitians, and food creators to build trust through credible, everyday usage
- 3Developed recipe-led content that demonstrated versatility and normalized plant-based cooking
- 4Introduced the Easy Ways to Be Kind platform, using humour-led scenarios to show that a simple purchase of Becel could create real impact through donations supporting food insecurity charities
- 5Amplified key retail periods with paid social and video to support product consideration and purchase
Creator campaigns: Integrated creator campaigns that connected culture, credibility, and recipes to drive brand preference and household adoption
Measurable growth in trial and household penetration, helping establish Becel Plant Butter as a compelling everyday alternative in Canadian kitchens.
Three functions, one connected system.
Our work is structured around three core functions:
Influence Preference
Credible creators and everyday food content reposition Becel within modern eating habits, building trust and relevance.
Drive Trial
Recipe-led storytelling and product-first content gave consumers the confidence to try Becel Plant Butter in their own kitchens, proving it as a simple, delicious everyday swap.
Drive Measurable Growth
An always-on system of content, community, and campaign integration translates awareness into real-world switching and purchase behaviour.
Pinch is a true extension of our Becel team, bringing a strong blend of strategic thinking, creativity, and executional excellence. Across social, creator partnerships, content, and integrated campaigns, they consistently connect their work to our brand and commercial objectives. Their ability to turn strategy into impactful, creator led storytelling that drives real business results, while remaining collaborative, flexible, and deeply invested, makes them a highly valued partner.
The Social-to-Pipeline Gap in B2B Marketing.
Social media activity, without pipeline. What's missing?
Read the Report