Organic Valley is heavily pushing Ghee in a humorous new campaign which takes internet cooking vlogs and dubs in the world "Ghee" for every other kind of cooking fat.
The campaign, by Humanaut, is also interesting in that it doesn't mention Ghee's ethnic origins in Indian cooking whatsoever. Instead, it features an over-enthusiastic Caucasian pitchwoman, who we meet standing in a field next an oven. She instructs the viewer how to use Ghee by simply replacing every other kind of fat (there's an amusing moment when she swipes a bottle of olive oil off into the grass) before we go on to see a montage of clips from real-life YouTube cooking vloggers. Any time the chef uses the word oil or butter, it is abruptly sensored with a loud, bleep-like "gheeeeee!" As the spokeswoman explains, "And that's how you use Ghee, silly!"
The campaign consists of 17 different executions and features 10 cooking influencers getting their recipes "Ghee-lished." Youtubers including Donal Skehan, Kent Rollins, Momma Cherri, Billy Parisi, Darius Williams and Alyssa Gagarin are all featured.
"The number one reason people don't buy ghee is they don't know what to do with it. But all you need to do is use it in place of any cooking oil or butter," Humanaut Founder and Chief Creative Officer David Littlejohn explains.. "Instead of making new content, we realized we could reuse all this existing online cooking footage to show people how they could substitute Ghee in pretty much any recipe."