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Beccel Margarine is faced with a large number of competitors in the margarine industry, as well as a damaging advertising campaign from the butter industry. In the face of such challenges, Beccel Margarine needs to revamp its advertising campaign and focus not only on the 65+ age group, but also on the larger target market in the lower-income class and 45+ age range. Beccel Margarine Beccel Margarine, launched in 1978, is a premium priced margarine known for its heart-healthy qualities. Beccel's brand awareness increased dramatically via Beccel's "Young at Heart" marketing campaign, a campaign that stressed the importance of a healthy heart. The campaign built Beccel a strong reputation as a leader in heart health and nutrition education. The "Young at Heart" campaign thrust Beccel into the forefront of the margarine business. Since the campaign's inception, Beccel attained the highest level of customer loyalty amongst other brands in the category, and did...

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