Becel’s Kind Hearts Fund - The Kindest Store
Introducing: The Most Successful Store to Never Earn a Dime
Canadians were facing a tough year. A cost of living crisis meant they were stretching already thin food and grocery dollars further.
Becel, Canada's favourite margarine brand, through its charitable organization — the Kind Hearts Fund — wanted to let Canadians know they could easily support each other. Just by buying Becel, Becel’s Kind Hearts Fund will donate $500K to fund essentials in community food banks.
Beyond simply donating, the brand wanted to act. Becel decided to mobilize kindness to all Canadians. That’s why they created The Kindest Store — a 24-hour virtual pop-up store where Canadians could shop for acts of kindness to give to others and spread kindness without spending their own money.
The Kindest Store was filled with acts of kindness, including sending flowers, taking someone out for a coffee, taking a friend to the movies, and many more. Canadians could purchase these acts by publicly committing, on a platform of their choice, their promise to fulfill the act. It didn’t cost them a dime!
The campaign was designed to make a direct connection between Becel and kindness, to directly enable and activate kindness among Canadians. Together, we wanted to brighten days, hearts, and lives, one kind act at a time, and we did just that!
We got Canadians to commit to 3.8K acts of kindness. 2,539% of the goal.
The Kindest Store was the most successful store to never earn a dime. It surpassed the goal of connecting Becel to kindness by 730% — driving 7.3M impressions.
Canadians talked about kindness - mentioning the campaign 1.3K times - surpassing the talkability goal 2.8X.
Most importantly, people didn’t just talk, they took action.
The campaign triggered a measurable shift in Canadians’ ability to spread kindness, with small act stock selling out at each drop in 20, 8, and 2 minutes respectively - supporting Canadians committing 960 small acts of kindness, with the last drop being so popular it crashed the internet (well actually just the website for a minute, but still!)
Beyond this 100% fulfilment rate, Canadians also entered sweepstakes - pledging to commit big acts of kindness - 3.8K times. This was 2,539% of the goal.
Within two hours of opening the store, the campaign trended on Twitter.
Media and influencers also took note, driving incremental PR coverage from Strategy Online and VITA and receiving attention from influential Canadians like Ottawa KISS radio host Ryan Lindsay, MMA Fighter Xavier "The Breadman" Alaoui, and Drag Race Canada participant @jadashadahudson.
Finally, younger Canadians took note of the brand for the first time, with a 3% increase in the 18-to-34-year-old audience on Instagram, the brand’s primary channel.