A cheeky new digital campaign for Organic Valley is making sure you know about ghee, replacing the oils and butters online culinary influencers use with its new signature ghee – or clarified butter.
Advertising agency Humanaut is launching the digital campaign to introduce Organic Valley’s Ghee. Because clarified butter is lactose-free, high in fat and has a higher smoke point than traditional cooking oils, it is rapidly gaining popularity in both the paleo and general cooking communities. But awareness is still low, and many people don’t know how to use it.
“The number one reason people don’t buy ghee is they don’t know what to do with it. But all you need to do is use it in place of any cooking oil or butter,” Humanaut Founder and Chief Creative Officer David Littlejohn explained. “Instead of making new content, we realised we could reuse all this existing online cooking footage to show people how they could substitute Ghee in pretty much any recipe.”
The humorously odd ads leverage YouTube cooking influencers to demonstrate how easy it is to substitute their ghee for other oils. Any time the chef uses the word oil or butter, it is abruptly censored with a loud, bleep-like “gheeeeee!” An almost-too-chipper spokeswoman explains, “And that’s how you use Ghee, silly!”
The ‘Ghee-lish Any Dish’ videos launched on YouTube, Facebook and Instagram, and as programmatic digital on popular sites like People, Refinery29, Buzzfeed, NY Times and others, as well as on premium food and home sites. Additionally, the existing audiences of featured influencers will help push the content.
“We’re always looking for ways to challenge the way the media channel behaves,” explains Littlejohn. “Influencers are usually creating their own new content for brands, in this case we’re leveraging the value of the influencers’ back-catalogue and editing the footage ourselves. It’s a win-win for everyone.”
Source: The Drum