DDB Melbourne design Devondale butter spot
DDB Melbourne has designed and debuted a TV spot for Devondale Dairy Soft butter, the first of six scheduled for the brand.
The campaign emphasises that Devondale, comprised of 27% canola oil, can be spread from the fridge.
"There's one drawback to hard butter - it rips holes in your toast. This can often be misconstrued as a form of passive aggression. Actually, we made that last bit up, but we had great fun exaggerating the potential consequences of hard butter buttering," said Darren Spiller, executive creative director at DDB Melbourne.
Says Suzanne Douglas, Devondale general manager innovations, marketing and special projects said: "Unlike hard butter Devondale Dairy Soft spreads straight from the fridge. But as is the Devondale way we wanted to deliver this message in an entertaining and unexpected way."