Becel ‘Love Letters’ Commercial

Becel sought to reduce heart disease (and promote Becel margarine) via ‘love letters’ from children to their moms. Becel tells mothers: You take great care of your kids — take care of yourself too.


Too many kids lose their mothers to heart disease and stroke. So Becel sent moms a message from the heart.


  • “Dear Mom: When I have a bad day at school, we talk while walking.”
  • “I love it when you tuck me in before bed.”
  • “You teach me manners. You make me eat vegetables. I love you Mom.”
  • “You help me when something is wrong. You take such good care of me. I love you to the moon and back.”

You take great care of them. Take care of yourself too. Becel encourages healthy choices to reduce the risk of heart disease and stroke up to 80%. Encourage a Mom at

[Founding sponsor of Heart & Stroke Foundation – The Heart Truth]


Related Materials

Becel Love Letters Case Study

For insight into the television commercial’s efficacy, review the Becel ‘Love Letters’ Case Study.

About Becel

Becel margarine is a butter alternative with less saturated fat. Becel promotes itself as part of “Heart Healthy Living.”  In fact, the Becel name is a combination of the letters B, C and L, an acronym for “Blood Cholesterol Lowering” and the Becel logo features a heart icon:

Becel logo

Heart disease and stroke is a leading killer of Canadian mothers, so Becel partnered with The Heart and Stroke Foundation of Canada to inspire women to take better care of themselves and reduce their risk.

To breakthrough all of the advertising directed at mothers, Becel sought to deliver an emotional message that mom’s wouldn’t tune out, by appealing to mothers through the voice of their own children.

A similar Becel ad, also featuring children, urges Mom’s to “take care of yourself too” and make “healthy choices”:

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