Upfield has launched a new marketing campaign for its I Can’t Believe It’s Not Butter brand in the US, featuring actress Eva Longoria.
The campaign addresses the internal dialogues surrounding what to eat and not to eat and positions the spread brand “as a simple solution that cuts the food drama, not the taste”.
Longoria stars in multiple comedic short-form videos aimed at inspiring people to reduce food drama and encourage a lifestyle focused on balance.
Alongside the advert, the Spread No Drama campaign features peer-to-peer reviews via lifestyle influencers.
While Longoria’s content creates awareness for Spread No Drama, the influencer content offers consumers real-life applications with I Can’t Believe It’s Not Butter, aimed at demonstrating the versatility of the brand in baking, spreading and cooking.
Upfield senior brand manager Bernice Chao said: “Humour and fantastical scenarios are the brand’s DNA. We wanted someone who could bring the Spread No Drama creative to life with a dose of unexpected humour and we couldn’t think of a funnier actress than Eva Longoria. Eva also is the epitome of a strong confident person who practices a balanced lifestyle.”
Upfield said I Can’t Believe It’s Not Butter contains “60 calories per serving and 70% less saturated fat per serving compared to butter”. The spread is made with a blend of plant-based oils, purified water and salt.
I Can’t Believe It’s Not Butter was part of the Unilever spreads business which was sold to US private equity firm KKR for €6.83 billion in 2017.
The business, which has now been renamed Upfield, owns brands such as Becel, Flora, Country Crock and Blue Band.
© FoodBev Media Ltd 2019
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