Organic Valley: Ghee-lish Any Dish by Humanaut

A cheeky new digital campaign for Organic Valley is making sure you know about ghee, replacing the oils and butters online culinary influencers use with its new signature ghee – or clarified butter.

Advertising agency Humanaut is launching the digital campaign to introduce Organic Valley’s Ghee. Because clarified butter is lactose-free, high in fat and has a higher smoke point than traditional cooking oils, it is rapidly gaining popularity in both the paleo and general cooking communities. But awareness is still low, and many people don’t know how to use it.

The humorously odd ads leverage YouTube cooking influencers to demonstrate how easy it is to substitute their ghee for other oils. Any time the chef uses the word oil or butter, it is abruptly censored with a loud, bleep-like “gheeeeee!” An almost-too-chipper spokeswoman explains, “And that’s how you use Ghee, silly!”

The ‘Ghee-lish Any Dish’ videos launched on YouTube, Facebook and Instagram, and as programmatic digital on popular sites like People, Refinery29, Buzzfeed, NY Times and others, as well as on premium food and home sites. Additionally, the existing audiences of featured influencers will help push the content.