Advertiser: UNILEVER
Agency: McCANN ERICKSON ISRAEL
Category: Savoury Foods
Producer: Amit Dekel
Account Manager: Dikla Pinhasi
Post Production: Gili Rozenfeld
Editing Company: Gravity
Art Director: Galia Kedem
Agency Producer: Neva Zerah, Rinat Lavi
Planner: Ravid Tiber, Alon Roded
Account Supervisor: Adi Oren
Executive Creative Director: Itay Galon
Editor: Israel Ohayon
Creative Director: Nir Levi
Director: Rani Carmeli
Sound Design/Arrangement: Soundhouse
Music: Tomer Biran
Other Credits: Udi Ben- Ari
Copywriter: Yoav Hebel
Brief Explanation
Israeli consumers perceive Unilever's Mazola as a quality choice of margarine spread. However when it comes to baking, their main alternative was Unilever's "old" "Blue-Band" brand which suffers from low health perceptions. This resulted in them abandoning it for butter which is tasty and perceived to be a healthier alternative.We had to convince them that a little change in their existing recipes would upgrade their baking in terms of quality, health and yummy results. So we put the new Mazola for baking to the ultimate test: we put it inside an existing recipe that runs through the family for generations - and see if grandma herself will approve!