In a new digital campaign, Organic Valley shows the world “butter is back” by launching a contest seeking “butter heroes”.
Fans can nominate their heroes, vote for their favorite and watch live as artists sculpt them out of butter. Kicking off the campaign with a deadpan, documentary-style video, Organic Valley shows the dramatized history of butter, including its downfall in the 1950s when scientists created substitutes like aerosol sprays and “yellow goo.” Luckily for us, we’re told that the war on butter is over, and we can put down the olive oil and avocados for our holiday baking.
In addition to the video, which will run on Facebook, YouTube, Hulu and food sites and blogs, the brand brings an element of surprise by asking consumers to nominate their heroes via Twitter, and watch live as the winners are sculpted out of a block of butter on Facebook.
Unique? Yes. Entertaining? Definitely. But will watching strangers’ busts getting sculpted out of butter resonate with the audience? We’ll have to see.