High levels of awareness during Heart Month (February) were key to success. Spots ran nationally in English and French featuring a cross section of average women in English Canada and well-known media personality Patricia Paquin in Quebec, and a 13 week media sponsorship of Slice talk show Three Takes.

A national print and pr campaign included the first Red Dress Fashion show featuring local celebrities, In store promotion bundled a free red dress bracelet with 1 million Becel packs.In 2009 Becel continued their mission by creating a benefit concert featuring top artists which was simulcasted live to movie theatres nationally, supported by national tv, print, media partnership creative vignettes using celebrities, a broadcasted documentary and online webisode series. To truly connect with women we invited women to pledge to “do one small thing”; to love their hearts online and share this message with others.

The results far exceeded expectations. In three months the campaign helped to nearly double awareness that heart disease is the number one killer of women increasing awareness by 13% to 23%.

Over 35,000 people registered for the simulcast concert across the nation. Theatres were sold out in less than 3 weeks and additional auditoriums were opened due to overwhelming demand.In store, sales were up 30% in one month (February 2009) and +13% over the entire year from the program launch.