Israeli consumers perceive Unilever's Mazola as a quality choice of margarine spread. However when it comes to baking, their main alternative was Unilever's "old" "Blue-Band" brand which suffers from low health perceptions. This resulted in them abandoning it for butter which is tasty and perceived to be a healthier alternative.

We had to convince them that a little change in their existing recipes would upgrade their baking in terms of quality, health and yummy results.

So we put the new Mazola for baking to the ultimate test: we put it inside an existing recipe that runs through the family for generations - and see if grandma herself will approve!