“Put A Little Love In Your Heart” was the first campaign TBC created for Smart Balance. This execution reflects consumer research and a segmentation study that identified an opportunity to extend Smart Balance’s key target beyond 50+ consumers with heart-health issues, and enliven the brand by leveraging Smart Balance’s dual benefit platform of great taste AND good health. The result was a campaign that not only elevated the brand image, but also laid the foundation for Smart Balance to establish itself as the #3 heart-health brand in the U.S.