Grey debuts Utterly Butterly work

Utterly Butterly, the dairy spread brand, is returning to TV for the first time since its change of owner and agency, with advertising aimed at sustaining its quirky personality.

The three commercials break nationally this Sunday and mark the debut work by Grey London on the brand that was acquired by Dairy Crest in November last year.

John Ayling & Associates is buying media for Utterly Butterly, which has targeted Middle-England families in the C1 to C2 demographic group since its launch in 1995.

The ads continue to link the product with eccentric but humorous behaviour.

In one, a pair of overly polite office workers forsake etiquette to get their hands on Utterly Butterly. In another, a woman uses a cocktail stick to prise the last gram out of an empty tub. The third shows a woman facing embarrassment at a supermarket checkout by presenting a half-eaten roll and an opened tub of Utterly Butterly.

The films were written by Alex Fraser, art directed by Matt Turrell and directed by Nicolas Barker at Rogue Films.

Utterly Butterly has taken significant market share from its rival, Unilever Bestfoods' I Can't Believe It's Not Butter, the relaunch of which was assigned to Mother last year.

Richard Tolley, Utterly Butterly's marketing director, said: "The campaign is part of a strategy to differentiate our brand both within our portfolio and with the consumer."

Dave Alberts, Grey's executive creative director, said: "It's incredibly satisfying for the new team to win a piece of business, get the creative work out and have a campaign that we can be really proud of. It's a big differentiating brand idea that can run for years."

Grey was awarded the Utterly Butterly business in February along with Golden Churn, Vitalite and St Ivel Gold. All were acquired by Dairy Crest when it paid Uniq Group £86.5 million for the St Ivel spreads business.

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