If you find yourself wary of trying a new item because you don’t know what it is, you’re not alone. (I’m definitely guilty of this.) Organic Valley, partnering with advertising agency Humanaut, is launching a digital campaign for this very reason, hoping to spread the word about its line of Organic Valley Ghee. Otherwise known as clarified butter, ghee is lactose-free, high in fat, and has a higher smoke point than other traditional cooking oils. It’s traditionally used in Indian food and is known for its deep, rich flavor, and its high-heat performance makes it perfect for any kind of cooking or baking. The company noted that even though it has all of these incredible factors to it, consumers’ awareness of the product is still low. But they’re about to change that.
“The number one reason people don’t buy Ghee is they don’t know what to do with it. But all you need to do is use it in place of any cooking oil or butter,” Humanaut Founder and Chief Creative Officer David Littlejohn explained in a press release. “Instead of making new content, we realized we could reuse all this existing online cooking footage to show people how they could substitute Ghee in pretty much any recipe.”
The ads pair humor with YouTube cooking influencers to demonstrate how easy it is to substitute Ghee for other oils. Any time the chef uses the word oil or butter, it is abruptly sensored with a loud, bleep-like “GHEE!” A spokeswoman then explains, “And that’s how you use Ghee, silly!”
“Ghee-lish Any Dish” videos launched on June 26 on YouTube, Facebook, and Instagram; on popular sites like People, Refinery29, Buzzfeed, and more; and home sites like Bon Appetit, Food Network, HGTV, among others. Additionally, Organic Valley noted that its existing audiences of featured influencers will help push the content.
The campaign consists of 17 different executions and features 10 cooking influencers getting their recipes “Ghee-lished.” In a one-minute hero, 30-second edit and several cut downs, foodies will appreciate appearances from Food Network’s Katie Lee and a cast of culinary YouTubers including Donal Skehan, Kent Rollins, Momma Cherri, and more.
Each of the influencers gets their own dedicated commercial. On the week of July 9, the chefs will begin posting their videos on their respective social platforms and campaign elements will run through the end of December.
Humanaut worked closely with their NYC-based media partner Junction 37 on the unique influencer strategy.
“We’re always looking for ways to challenge the way the media channel behaves,” explains Littlejohn. “Influencers are usually creating their own new content for brands, in this case we’re leveraging the value of the influencers’ back-catalogue and editing the footage ourselves. It’s a win-win for everyone.”
These new Ghee spots align with the tone Humanuat set for other Organic Valley products, such as Organic Fuel’s “Save The Bros” and Organic Balance’s “Real Morning Report” campaigns. The brand’s humorous viral marketing approach has paid off: according to the company, the Wisconsin-based, farmer-run co-operative dairy became the world’s first billion-dollar organic food company in 2015.
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