D’Arcy is launching a humorous pounds 3 million national TV
campaign for St Ivel’s Utterly Butterly that focuses on people’s
obsessive behaviour towards the brand.
Two ten-second spots show characters commenting on other people’s
obsessions while unwittingly revealing a fixation for the spread.
The campaign aims to broaden the brand’s appeal and improve its market
share in the wake of increased activity from rival brands such as
Anchor, Lurpak and Olivio.
In one execution, a husband and wife are getting ready to visit friends
and bemoaning the fact that their hosts have a TV in every room. As they
are discussing this we see that they have a fridge full of Utterly
Butterly in each room.
The other spot focuses on two women in the hairdressers who are
gossiping about a third lady who can’t go anywhere without her dog. As
they moan, one of the ladies pulls out a scone, a knife and a tub of
Utterly Butterly from her bag.
Both ads finish with the line: ’It’s the taste that drives you Utterly
Butterly.’ The campaign is set to air this week with further bursts
planned for later in the year.
Julian Ashley, the account director on St Ivel at D’Arcy, said: ’While
these ads are still about the mad lengths people go to in their
obsession for Utterly Butterly, the humour of the campaign is pitched at
a more restrained level than the earlier campaigns.’
The ads were written by Steve Meredith, art directed by Ray Brennan and
directed by Barney Cokeliss through Concrete Films. Media planning and
buying is through BMP Solutions in Media.