European Milk forum
concept ad

We were approached by the European Milk Forum to come up with a campaign to highlight the importance of eating butter. At the time it was felt that people were cutting down on their butter consumption on health grounds.

I wrote a concept ad to draw attention to the importance of butter as a source of flavour in cooking and baking.

The ad was to run backwards, with food being unmade, showing butter as the key starting ingredient.

The tagline I wrote for the campaign was “Back to taste. Back to basics. Back to butter.”