Humanaut | SunButter

The Ask

Give sunflower seed butter a fighting chance at the checkout line against Big Peanut Butter.

The Result

A delightfully sunny campaign resulting in a 26% increase in sales during a time when the nut butter category was declining by 13%.

What We Did

Brand Identity
Creative Strategy
Creative Development
Production
Post-Production
Design

00:00 / 00:00

SunButter | Spread Some Sun

Spread Some Sun

How do we introduce an unfamiliar product, like sunflower butter, and make it seem delicious and, dare we say, awesome? We tie it to a real insight: People need a little extra health and happiness right now. And something as small as a schmear, dollop or dab of creamy, delicious sunbutter can help anyone and everyone spread a little more sunshine to their life.

00:00 / 00:00

SunButter | Smack Some Sun on your Sandwich :30

00:00 / 00:00

SunButter | Move Over Peanut Butter! :15

00:00 / 00:00

SunButter | Spread Some Sun :15

00:00 / 00:00

SunButter | Introducing Chocolate :15

People hear “sunflower butter” and think “butter for those kids with allergies." They’re probably not thinking about the fact that sunbutter is packed with protein. Or that it’s better for the planet. Or that it’s literally a jar of solar-powered, creamy dreamy goodness! In fact, adding a dollop, a dash, or even a smidge of SunButter to anything is a surefire way to spread a little bit of sun right into your day. Which could even spread to other people’s days! It’s almost like we’re saying this is a conspiracy to make the world a sunnier, happier place or something.

A gif of Multiple people each in brightly colored clothes and with a brightly colored background bite into a sunbutter and jelly sandwich with the words flying across, "Mmmmmmmmmmm"

A gif of A weather man with a map of the United States behind him dances and looks behind him to a dancing sun costume

A gif of Multiple people dancing with sunbutter as graphics swirl around the screen

A gif of many arms sticking out of an arm hole with the colors changing as the type of sunbutter changes with the color and the words above it, "Spread some sun"

Spread Some Chocolatey Sun

But we didn’t stop there. The smart folks over at SunButter know people pretty well, and what people really want is chocolate. And it turns out that when you mix creamy SunButter with delicious chocolate, you get a whole new, healthier chocolate spread that you can dip, drizzle and spread on just about anything. To help spread the word about this specific SKU, we created an extension of our original Spread Some Sun campaign with the goal of making the world just a little more chocolatey!

00:00 / 00:00

SunButter | Chocolate :30

00:00 / 00:00

SunButter | Chocolate :15

00:00 / 00:00

SunButter | Chocolate :06

the words, "New Chocolate" is displayed over sunbutter sitting on a table next to two plates of waffles and orange juice

A woman with a yellow shirt in front of a green background eats a spoon full of sunflower butter out of the jar and the words, "spoonful" are written across the screen in white

One hand from the left holds the sunbutter jar while a hand from the right dips an animal cracker into the sunbutter jar

A close up shot of a hand spreading sunbutter on toast with a knife is shown as a graphic of a sun flexing his muscles is displayed over top of the image

An illustration of 3 sunflower seeds with sunglasses and smiles lay on beach chairs in the sun as the sun tans them and makes their shells fall off

Sunshine, now portable!

And because you can never get too much of a good thing, we created a campaign for SunButter’s new crustless, nutless and scrumptious Jammies sandwiches—the friendliest sandwiches ever known to mouthkind!