Frontline Marketing

Organic Valley Sculpts ‘Heroes Of Butter’ In Livestream Campaign

By | November 22, 2016

“Haters are gonna hate . . . until they have to bake,” dairy farmer Dave Hardy says in a promotional video for Organic Valley.

After about 60 years of bad reputation, butter is back in style and Organic Valley (as well as taste buds everywhere) are celebrating. The farmer-owned cooperative of more than 1,800 organic family farms has launched a holiday campaign in defense of the creamy but long-thought unhealthy dairy product—just in time for Thanksgiving cooking.

You see, butter was deemed unhealthy in the 1950’s, but more recent studies have found no connection between the saturated fats in butter and cardiovascular disease, as the public was told. Now, butter is making a comeback as a health food, differentiating all-natural “healthy” fats in favor of trans fat and artificial ingredients found in butter substitutes.

Organic Valley has taken a unique approach to this marketing campaign, immortalizing “Heroes of Butter” by sculpting their faces in—you guessed it—organic butter. The “brave men and women that never gave up” on that delightful yellow stuff can be nominated by friends and family on Twitter, then encourage votes on the “War On Butter” website. Those with the most votes have been immortalized daily in gooey gold by expert food sculptors Marie Pelton and her husband Jim Victor via livestream.

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The first person to be sculpted was George Siemon, the founding farmer of Organic Valley. “Every material we use is a bit different,” said Pelton in one of the promotional videos, “and Organic Valley is a really dense butter that has a lot of body and a beautiful, golden color.”

The Pennsylvania couple has sculpted some intricate pieces for special events in the past made of chocolate, caramel, cheese and even bacon.

In addition to watching butter sculptures come to life each day on livestream, the “War On Butter” website also features recipes, coupon offers and even tells viewers where the nearest participating dairy farm is located.

This isn’t the first time Organic Valley has taken a fun approach to marketing. Last year, the dairy co-op produced a series of “Brononomous Hotline Intervention” videos that encouraged gold-wearing, weight-lifting, protein-chugging bros to lose the chemicals and reach for Organic Fuel instead. Armed with its own hashtag and “Save The Bros” website, the original campaign video has garnered over 2.5 million views to date.

From its playful #SaveTheBros outreach to creating videos for coffee lovers, animal lovers and lovers of all things organic, it seems that the co-cop has a campaign for everyone.