Selling butter by showing what it becomes

The challenge

Dairy staples are low-interest, high-frequency purchases. There is nothing to announce about butter, so brand social usually defaults to product shots and loses to whichever pack is cheaper that week.

What we did

• Moved the subject from the product to the outcome — a fudge brownie recipe carousel does more for butter than another pack shot.
• Wrote and designed Urdu-first rather than translating English captions, so the voice sounds like the kitchen it is aimed at.
• Produced reels and animation alongside stills, because the category is decided by appetite and motion carries appetite better than a photograph.
• Held one warm palette and one type system across recipes, product and campaign so the feed reads as a brand rather than a series of posts.