Agency: Grey London
Client: Utterly Butterly (Dairy Crest)
Dairy Crest brand ‘Utterly Butterly’ has a new TV and PR campaign to communicate the health benefits of the brand.
The aim of the four-and-half-week campaign from Grey London is to continue to reassure consumers of Utterly Butterly’s irresistible taste, whilst launching a 70% less saturated fat and Omega 3 variant.
Health issues have a new prominence in consumers’ minds, particularly amongst mothers looking to do their best for their children. But this is balanced by the need to give the family something they’ll enjoy rather than have to endure. The easier it is to introduce healthy options to the family, the better.
Dairy Crest Marketing Director for Foods, Paul Fraser, said “Consumers tell us that they are looking for everyday products to help them improve their diet. Often so-called ‘health brands’ don't deliver on taste and the consumer has to make a compromise.
“Utterly Butterly is renowned for its well loved buttery taste and with 70 per cent less saturated fat than butter, no compromise is necessary. Consumers are also looking for easy, everyday ways of increasing their Omega 3 intake.”
He added, “Utterly Butterly Omega 3 has the fantastic taste credentials of Utterly Butterly with added Omega 3, so it is perfectly placed to attract these consumers and drive growth in the category”