In a crowded holiday advertising market, Organic Valley needed to find a way to make it their own - literally. Enter: “Butter Season.” The campaign was originally so successful that Organic Valley ran out of butter…which stopped the campaign. People get angry if you try to sell them butter that isn’t actually available in-stores.

So when the holiday season rolled around a year later, we brought Butter Season back with a (nearly) 360 campaign. The campaign strategy focused on the funny, quirky behaviors and oft-hidden moments of bakers, thus: “Bake Like No One’s Watching.”

For this project, I was both Producer and Account - managing the internal team of creatives, strategy, and data analysts, producing the various components of the project and daily client communications.

We shot original photos and a series of videos to roll out as a social campaign across Instagram, Twitter and Youtube, featuring #butterseason.

Media placements were procured with Food52 and Saveur. Featuring banner ad placements on the sites, custom content and a recipe contest.

We partnered with Food Influencers (@yossyarefi, @hummingbirdhigh, @elizabethcauvel, @tifforelie, @posiehh) to create custom recipes using Organic Valley products, posted on the content creators channels as well as cross-posted on Organic Valleys'.

A final surprise & delight component of the campaign was executed to foster community engagement and celebrate the devoted followers and fans of Organic Valley. This took form in the shape of custom printed aprons, notes and product gifts as well as digital specific awards for the Golden Baking Sheet and Butter Season Winner for tagged recipes and content generated through the social media hashtag #butterseason.