Rama: Love in the fridge

This case study explains how Unilever, the owner of Europe's biggest margarine brands, released Rama With Butter, a spreadable butter brand, to compete with its European rivals and avoid further declines in revenue and brand supremacy.

Rama: Love in the fridge

Campaign details

Brand: RamaAgency: Ogilvy & Mather GermanyClient: Unilever BCS CompanyCountry: Germany

Campaign Background & Summary

For a long time the yellow fats market was almost equally split between butter and margarine. Butter was perceived as the natural tasty spread for special occasions; margarine as the convenient spread for daily use – lighter than butter, but less natural and tasty.

Years ago, butter manufacturers put a new competitor on the shelves in Scandinavia: spreadable butter (butter refined with plant oil). A new market segment called mélange was born....

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