NEWS: Margarine spot takes unique tack

I Can’t Believe It’s Not Butter, the brand that was once banned from British television screens, is mounting another TV offensive in what is claimed to be an advertising first for the medium.

I Can’t Believe It’s Not Butter, the brand that was once banned from

British television screens, is mounting another TV offensive in what is

claimed to be an advertising first for the medium.



The butter substitute is being promoted through a ‘spot the difference’

competition, which will invite viewers to compete for pounds 10,000

prizes by picking out the differences between two similar ads that will

top and tail a single break.



It is believed to be the first time such a promotion has been run on TV,

and follows close scrutiny of the scripts by lawyers for the

manufacturer, Van den Bergh Foods, and the Broadcast Advertising

Clearance Centre.



McCann-Erickson devised the campaign which, it says, will capitalise on

the brand’s maverick reputation for bending the rules governing

promotions.



Controversy has fuelled the growth of I Can’t Believe It’s Not Butter

sales since 1991, when its TV advertising was ordered off air after

complaints by the Butter Council.



The brand switched to print ads with a campaign that featured stills

from the commercial and poked fun at the ban, which was revoked the

following year.



Since then, Van den Bergh claims that the brand has recorded a 26 per

cent year-on-year growth in volume. Last year it entered Nielsen’s top

100 grocery brands league for the first time.



Dominic Walsh, the Van den Bergh account manager at McCanns, said: ‘I

Can’t Believe It’s Not Butter has always been a brand that breaks the

rules, and we thought a ‘spot the difference’ competition was a perfect

fit.’



The campaign countdown will open with national press activity and a ten-

second TV spot flagging the competition, which will run nationally for

two weeks from 1 March.



The ads being used are versions of the film featuring the Spitting Image

cows that made its debut last month.



The BACC approved the competition subject to assurances that entry forms

would be widely available and that it would be easy to enter.



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).