The War on Butter

the ask

Get foodies stoked about cooking with Organic Valley butter over the holidays.

the results

An internet-wide celebration marking the official end to The War on Butter, complete with live butter-hero sculpting.

The War On Butter Is Over!
For years we’ve been told butter is bad for us, but new studies show that’s actually not true. This is big news for an organic dairy company, so we created a two-minute video to help Organic Valley tell the world.
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butter_finger_pedastol_Final
Honoring Our Heroes
Despite dark times for dairy, there were many butter lovers still out there. For two weeks, America voted on which heroes deserved to be temporarily immortalized in butter forever.
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The Thrilling Live Finale
The campaign culminated in two butter artists sculpting butter busts of the winners, live on Facebook. The videos are oddly soothing.

The Part Where We Brag

  • 56 million impressions
  • 414,585 website visits
  • 32,647 people watched 212 hours of butter sculpting

  • 12.3 million complete views
  • 71,000 coupons printed

“Sugar is the new heroin, and sitting is the new smoking. But one formerly vilified habit—eating butter—is apparently off the naughty list. Gingerbread cookies and basted turkeys for everyone!”

Adweek

“Butter is back with a vengeance.”

Creativity Online

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