A new a campaign for Quebec’s dairy federation, the Fédération des producteurs de lait du Québec, puts the spotlight – or rather, “backlight” – on butter.
Four out-of-home ads show how butter “lights up” foods. According to ad copy, it “lights up feasts” with lobster. On mushrooms, it lights up taste buds, on croissants it lights up mornings, and on carrots it lights up summer.
Executions in bus shelters, metro stations and on street columns are backlit to maximize the visual effect of the creative.
With a smaller marketing budget than that of other dairy categories such as milk and cheese, the federation began marketing butter with out-of-home advertising last summer, said marketing director Nicole Dubé.
“We saw an increase [in sales] and decided to do it this year too, but the ‘lights up’ is new,” said Dubé.
The campaign’s four ads, created by Cossette, will each run sequentially for about a month in major Quebec markets.
The ads drive to a new website, Beurre.com, that features butter-laden recipes and a list of cafés, restaurants and bakeries that serve up buttery dishes. The site also has information on serving, storing and making butter as well as a history of the dairy staple.
The federation is also readying a contest for the campaign, which will launch on July 1 on the website and the organization’s Facebook page.
