Keep it simple stupid

The June 2014 cover of Time Magazine just said ‘Eat Butter’

Supported by the line

‘Scientists labelled fat the enemy, why they were wrong’

Great headline for butter

Tough headline for margarine

I was working with Unilever at the time

On their deliciously named Yellow Fats category

Selling margarine became a very tough gig

Everything about butter said natural

The churning

The cows

The fields


And everything about margarine said unnatural

The tub

The colour

The ingredients

We needed to combat this unnatural association

We tried promoting the essential oils

We tried accentuating the ease for baking

We tried health messaging

We tried taste messaging

We didn’t crack it

I left the account

I was in the supermarket last week at the butter fridge

And I saw a rectangle wrapped in brown paper 


Called Flora Plant Butter 


And it reminded me

That the best ideas are always the simplest