Upfield has developed a brand campaign for its I Can’t Believe It’s Not Butter product portfolio starring famed American actress, Eva Longoria.
Upfield has rolled out Spread No Drama, a push for its I Can’t Believe It’s Not Butter brand that tackles the habit of having internal dialogues on what to eat. Highlighting its role as a solution which cuts calories but preserves taste, the exercise stars Eva Longoria in a series.
The films are meant to inspire people to adopt a lifestyle focused on balance. The creative captures the personality as she engages in internal food-related conversations. Injecting a comedic spin, the shorts feature Mini Eva characters to represent the discussions with self.
Upfield propels I Can’t Believe It’s Not Butter into the new year with a fresh ecosystem that combines hundreds of creative threads. From mass awareness plays to culinary credibility builders to peer reviews, the project spans spokesperson and social influencer engagement.
Executions will run across various platforms to include digital, print, radio, social media, in-store, and online advertising, including the marque’s redesigned website. While Longoria helps drive buzz, influencer content will provide consumers real-life product applications.
“We wanted someone who could bring Spread No Drama to life with an unexpected dose of humour and we couldn’t think of a funnier actress than Eva Longoria. She is the epitome of a confident person who lives a balanced lifestyle,” said Bernice Chao, Senior Brand Manager at Upfield.