D’Arcy launches Utterly Butterly spots

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.

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.



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