Creativity

Organic Valley Exposes the 'War on Butter' in a Humorous Push for the Real Yellow Stuff

Ad Explains How, After Years of Banishment, Butter Is Now Back

By Alexandra Jardine. Published on Nov 15, 2016

Editor's Pick

Butter is back with a vengeance. That's the message of a new campaign from Organic Valley, which chronicles how butter became demonized by science in favor of other yellow fats and oils, and has now been proven to be healthy after all.

The company has released an online film, created by Humanaut, humorously detailing the history of butter and our love for it (we see butter inserted into various Renaissance paintings and Eygptian hieroglyphs) and explaining how the "war on butter" banished it from American cooking for decades. It's all done in a light-hearted, tongue-in-cheek tone (we hear lines on how butter's demise was "a sad day for toast, our chlidren..and America") even though there's clearly a serious point to be made. Real Organic Valley butter farmers appear in the spots, detailing how they dealt with the war on butter.

Organic Valley is also running a social media campaign where people can nominate their own "Butter Heroes" via Twitter and invite friends and family to vote for their favorites. Each day's winner will also be sculpted in real organic butter at a website, TheWaronButter.com.

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About

Credits

Date
Nov 15, 2016
Agency:
Humanaut
Client:
Organic Valley
Creative Director:
David Littlejohn
Strategy:
Andrew Clark
Agency Producer:
Tom Wilson
Account Director:
Elizabeth Cates
Copywriter:
Andy Pearson
Copywriter:
Liza Behles
Copywriter:
Ari Levi
Design Director:
Stephanie Gelabert
Designer:
Carrie Warren
Production Company:
The Bindery
Director/Director of Photography:
Lance Kuhns
Executive Producer:
Greg Beauchamp
Producer:
Bo Armstrong
Production Manager:
Lee Manne
Production Design:
J.T. Camp
Finishing:
Annie Bishop
Editing Company:
ZebraNYC
Editing:
Droptree Productions
Media Company:
Junction 37
Media Strategist:
Chris Pyne
Media Buyer:
Chris Pyne

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