Butter: 'Soft spreads and hard battles'

1994-5 campaign by the Butter Council to counter perceptions that margarines and low fat spreads were always `good' and butter always `bad' (shown by research: MORI quoted).
Agency: Euro RSCG Wnek GosperAuthor: Anthony Tasgal

Butter: 'Soft spreads and hard battles'

Tell me what you eat and I will tell you what you are.

Antoine Brillat Savarin

Bad men live to eat, whereas good men eat and drink in order to live.

Socrates

Nicely-Nicely was a man who dearly loved to commit eating.

Damon Runyon

Food is an important part of a balanced diet.

Fran Leibowitz

PROLOGUE

The Butter Council was established in 1954...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands