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The Fédération des producteurs de lait du Québec takes butter to almost ridiculous heights as the must-have ingredient in any meal in a humorous television campaign launched this week in Quebec.
The Cossette-created campaign consists of three TV commercials using the well-known tag line “Le beurre, on ne peut pas s’enpasser!” (Butter, we can’t do without it).
In one spot, a mother is making a brown bag lunch for her son Franç;ois who asks, “What did you put in my lunch?” “Butter,” she replies, which elicits a big hug from the boy who adds, “You’re cool mom.” As Franç;ois walks away, his mom says, “I also added two slices of bread, ham and cheese.”
In a second ad, a women is shopping for dinner and tells the man behind the counter she’s looking for something to accompany the meal. “What are you serving?” he asks. “Butter,” she replies, and he responds “I have lobster, fillet of cod, shrimp.”
In the third spot, a waiter asks a couple if they’ve decided what to order. “Yes, I’ll have the butter,” she replies. “That’s a good choice. Do you want the fillet mignon with that?”
All three spots end with the voiceover, “Butter, we can’t do without it.”
“The campaign is a reminder that butter is a key ingredient to elevate the taste of food,” said Nicole Dubé, marketing director for the Fédération.
The campaign continues for the next four weeks with Marketel handling the buy.
