This campaign ran throughout Europe. In fact, I remember seeing it displayed in the hallway at Lowe’s Prague office after it was adapted for the Czech market. I like it because it’s simple, courtesy of John Foster’s classic art direction, and appetising, courtesy of Steve Cavalier’s mouth-watering food photography. As you see, the campaign challenges the preconception that adding a spread to food makes it less healthy. As the ads point out, in the case of Becel, the opposite is true.