Plugrá

Butter Collaboration with MOMA​

BACKGROUND: 

Plugrá is a company that produces premium European-style butter. However, there are a lot of brands in this space, and Plugrá would like to stand out.

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INSIGHT:

Research has shown that ‘art in any form, whether while creating or observing, reduces the stress hormone called cortisol. It also releases the feel- good hormones called endorphins which help you combat stress and pain’. Butter sculptures are not that uncommon and art promotes stress reducing hormones. Therefore, the union of these results in giving a smoother day to our customers. Incorporating them for this campaign would also be a great opportunity to promote art and Education.

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OBJECTIVE:

The objective of the campaign is to have brand recognition as well as attracting new customers who might not be shopping for butter actively.

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APPROACH:

Our concept is that Plugra butters up your day. It makes your day better. We will include a radio ad that illustrates the mondane moments in every day life and how Plugra can make your day brighter. Going along with this idea, we will partner up with MOMA.

Plugrá will hold a contest for young artists around the U.S. where the best butter-themed pieces of art will be shown on MOMA and they will be financially granted towards their education or career.

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