Everyone knows French butter is the best butter. Or do they? I was the writer for this effort, tasked with developing a headline-driven campaign for OOH and social posts that were educational at times, pure fun at others, while always promoting French butter as a superior product. A continuation of their “Secrets de Beurre” platform, the OOH utilized a multiple placement format to let the hero image live on its own while headlines were given room to breathe. For Instagram, this was naturally compressed into a single post format with adjustments to layout for legibility.