I Can’t Believe It’s Not Butter is going back to its comedic roots with a campaign that leans into the return of Hot Girl Summer, but is anything but basic.
The campaign, which the brand hopes will leave viewers melting, is a parody of the sensual style of luxury perfume ads paired with the spray product’s favorite grilling combinations (think: kabobs, corn, and sexy salmon).
Social and digital creative agency, GLOW, is behind the campaign that is bringing the plant-based alternative front and center for this summer’s grilling and chilling festivities, right in time for the 4th of July holiday weekend.
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The campaign launches across social and digital with key components:
Health and cooking influencers (like @artsandfood, @eatingnyc, and @choosingchia) will be announcing the contest from their handles.
An AR social lens (linked here and viewable on mobile) will allow Instagram users to become a kabob, corn cob, or salmon and play with the I Can’t Believe It’s Not Butter spray product.
Perfume ad posters will announce the contest winners on social and provide more opportunities for fans to comment to enter.
The official hashtag, #NotButterSummer, reminds us all to have a little fun this summer as the country returns to normal and backyard barbecues once again are a staple.
The effort culminates in an open contest that runs through August (linked here) where one lucky winner will win the ultimate “Grill & Chill” prize pack, including:
I Can’t Believe It’s Not Butter!-Branded Plug-and-Play Hot Tub! We believe you fill it with water.
Other prizes include:
- 54-Quart Steel-Belted Cooler
- A “Shuck Marinate Grill” Chef’s Apron
- A year’s supply (12 bottles) of I Can’t Believe It’s Not Butter! Original Spray
- 10 second-place winners will receive the cooler, apron, and spray; and 20 third-place winners will receive an apron and spray.
According to a spokeswoman, the campaign has doubled the brand’s Instagram followers and secured 14k signups.
That’s hot.
