Le beurre Print Campaign 2012 By Jonathan Kemp

Bundle of asparagus tied with butter curls, text 'beurre.com'

Overview

For the love of Butter!

How do you position butter not as a niche or luxury item, but as an essential ingredient that elevates everyday foods. I feel this is a no-brainer because I have a 4yr old and understand the power of butter. In this case though, the campaign and communications for this project on behalf of Les Producteurs de lait du Québec (Quebec’s dairy producers federation) are wonderfully elevated.

The communications language repeatedly uses phrases like “un ingrédient incontournable” (an essential ingredient) and “rehausser le goût de nos aliments” (enhance the taste of our foods).

The visual strategy included displaying vegetables “arrivage des légumes québécois” with butter to link local produce and butter as a complimentary pairing.

There was also a microsite beurre.com launched alongside, serving as a hub for butter recipes, storage tips, history, types of butter and even guides to bakeries, cafés.

Lovely simple concept and crisp execution

Credits:
Photographer : Mathieu Lévesque
Compositing & Retouching (carrot, corn and peas) : Jonathan Kemp
Compositing & Retouching (asparagus) : Benoît Côté & Jonathan Kemp

Ad Agency : Cossette Qc
Creative Director : Steve Blanchet
Art Director : Valérie Bédard
Props : Martin Gauthier
Food Stylist : Stephan Boucher

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Le beurre Print Campaign 2012 By Jonathan Kemp

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