See the Spots: It's Love vs. Humor This Butter Season With New Work From Kerrygold and Organic Valley
For some, there's always room in the diet for butter. For others, butter is best saved for special occasions. Either way, Americans are likely to eat plenty of butter this year, especially as we draw closer to the season of Thanksgiving pies, Christmas cookies and other delicacies.
And now, two butter brands are using different approaches as they vie for the attention of consumers.
Kerrygold, the Irish butter brand, is out with its biggest campaign in the United States to date. The brand's one-minute "Made for this Moment" video focuses on young love, when a new girl comes to class from Ireland and leads a young boy (who appears to have some Irish roots, based on his hair) to research Irish flowers, poems and even the tin whistle. Kerrygold butter, of course, plays a prominent role.
Meanwhile, Organic Valley is going with humor to tell the story of butter being back after being shunned from diets for health reasons. A two-minute documentary-style video shows how farmers dealt with the blows to butter over the past few decades and declare the war on butter to be officially over.
Kerrygold's effort is the first work for the brand by Energy BBDO, which was tapped earlier this year. According to Energy BBDO, the Kerrygold brand is experiencing "tremendous" growth in distribution and sales in the U.S. Now, the brand from Ornua Foods North America wants to accelerate that growth through this campaign, which includes a significant but undisclosed increase in marketing and media spending.
Kerrygold's media buy includes 30-second and 15-second versions of the 60-second online video. PHD is Kerrygold's media agency.
Organic Valley, a farmer-owned co-op of organic farms, is using some of its own farmer-owners in its video. Its campaign from Humanaut includes a live-streaming section on its website that shows people "sculpting the faces of our nation's 'War on Butter Heroes' in real time" out of the brand's butter, according to a press release.
Eighty-two people were watching one of the sculptures taking shape on Tuesday afternoon.