Gay Lea Foods conducts Spreadable campaign
Gay Lea Foods has begun a multimedia campaign for its Spreadable brand of butter. The campaign, developed by John St. of Toronto, began earlier this month with magazine and online ads. The creative depicts croissants and slices of toast that have been damaged by the application of hard butter. "We liked what one mom said about regular butter," said Paul Constantakis, a copywriter at John St., "She said it's like declaring war on bread. So we kind of just took that to its logical extreme. If you're using hard butter in the morning on your bread, you're senselessly butchering bread and toast and it doesn't have to be like that."