I Can’t Believe It’s not Butter - was one of the first butter alternatives in the spread category. Launched in 1989, the brand used Fabio and romance to leverage the brand. Since then, consumers were not connecting with the whimsical world and not knowing what the product actually was.
The brief was to communicate the spread is made up of plant-based oils. Here I cast a shadow off the tub itself creating a pot plant which alternates between plants, palm trees and an olive branch depending on the variant. I reinvigorated the brand with a bold approach, flexing their brand assets in a modern way. The campaign was launched across the United States across multiple platforms.