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American Butter Institute Macro Video Campaign

There are three rules when it comes to food advertising: Appetite appeal, appetite appeal and appetite appeal. In order to effectively communicate the ways that real butter adds irreplaceable flavor and texture to cooking and baking, we decided to show rather than tell with a macro video campaign that ran on YouTube, Facebook, Instagram and paid display. Turns out a picture does more than tell a thousand words…it also drives big results.

Leading up to Thanksgiving, we featured a video that showed how flaky a homemade pie can be when it is made with real butter.

During holiday baking season, a video that showed how butter gives cookies a crisp outside with a tender inside was featured.

Finally, as resolutions to eat healthier became prevalent in the new year, we featured how butter can make vegetables irresistible.

Campaign Metrics

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Check the Label Jones Dairy Farm

Check The Label

Check the Label

Finding a clean-label sausage is easy. You just have to flip the box and look!

Finding a clean-label sausage is easy. You just have to flip the box and look!

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