I Can’t Believe It’s Not Butter, Eva Longoria partner on campaign
I Can’t Believe It’s Not Butter is launching a new campaign with the help of actress Eva Longoria.
The brand’s new “Spread No Drama” campaign addresses the ongoing habit of dramatic internal dialogues surrounding what to eat and what not to eat, the company said.
Longoria is to star in multiple comedic short-form videos that are aimed at inspiring people to reduce their food drama, and instead focus on a balanced lifestyle.
“Humor and fantastical scenarios are the brand’s DNA,” said Bernice Chao, Senior Brand Manager, Upfield. “We wanted someone who could bring the ‘Spread No Drama’ creative to life with a dose of unexpected humor and we couldn’t think of a funnier actress than Eva Longoria. Eva also is the epitome of a strong confident person who practices a balanced lifestyle.”
I Can’t Believe It’s Not Butter’s new campaign also is part of the brand’s new and fully fleshed creative ecosystem that is to feature such pieces as mass awareness plays to culinary credibility builders, and peer-to-peer reviews, the company said.
“I’ve used I Can’t Believe It’s Not Butter!® for years because I enjoy the taste,” said Eva Longoria. “I instantly fell in love with the concept of ‘Spread No Drama’ as soon as I read the script.”
Longoria’s campaign will be featured across various digital channels, print, in-store, radio and the brand’s social channels.
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