For seven years, until ending their sponsorship of the event, Mary Pallattella activated Becel’s sponsorship of Toronto’s Ride for Heart. Becel wanted to remind riders of their deep-rooted dedication to making hearts healthier before, during, and after their ride, walk, or run.
MPOSSIBLE Events worked to connect with consumers on an emotional level with positive, fun, festive, memorable and shareable multi-level experiences throughout the Ride For Heart, bringing Becel’s “live with heart” brand to life.
We designed the medals handed out to every rider, Becel corporate jerseys, and all creative assets associated with the Becel Ride for Heart, from on-course signage encouraging riders to celebratory photo opps afterwards.
The final year of Becel’s sponsorship saw over 73 million media impressions, with 96% of riders aware Becel was the title sponsor. Over one third of participants said they felt more positive about Becel because of the Ride for Heart activation!
