I CAN’T BELIEVE IT’S NOT BUTTER!
NOT BUTTER SUMMER

I Can’t Believe It’s Not Butter! is a fan-favorite of grillmasters and mistresses alike who spend their winters fantasizing about summer bbq season. For summer 2021, we created a muti-pronged social campaign featuring a launch video re-imagining spray as a fantasy-worthy perfume, a sharable AR Instagram filter, and a sweepstakes component where fans could win gear to amp up their backyard BBQs. One lucky fan won the grand prize — a hot tub made to look like a tub of I Can’t Believe It’s Not Butter!.

CASE STUDY