Western Star
Context
For this project, I developed an integrated campaign for Western Star Spreadable Butter. My role was to take on the Account Service perspective, creating the strategy, shaping the brief, and planning executions that positioned the brand as more than just butter, but as the product that makes mornings easier.
The Client Problem
Butter is often hard and frustrating to spread straight from the fridge. For busy families and professionals, this small annoyance adds unnecessary stress to already rushed mornings. Western Star needed to reposition itself as the butter that removes that hassle and helps mornings run smoothly.
Communications Objective
Reframe Western Star as the butter that makes mornings smoother, not just in a functional sense but in an emotional one — helping people start their day with ease.
Target Audience Insight
Young families and professionals aged 25–35 are time-poor and under pressure during mornings. Even small inconveniences feel amplified at this time of day.
Insight: “Mornings are already stressful — butter shouldn’t be.”
Single-Minded Proposition (SMP)
Smoother mornings, smoother lives.
Tagline: “Keep It Smooth.”
Mandatories:
Western Star branding across all touchpoints
Consistency in tone of voice
Clear link to the product benefit (easy to spread straight from the fridge)
The Creative Challenge
How do we position Western Star as more than butter, and instead as the brand that takes the stress out of mornings for busy people?
My Role
Developed the campaign strategy
Wrote the insight-driven creative brief
Planned cross-channel executions (OOH, social, experiential)
Ensured consistency of messaging and tone across platforms
Although I created the executions myself, I approached it as if guiding a team — leading with insight, grounding everything in the SMP, and making sure the creative solved the brand’s problem.
Reflection
This campaign reflects how I approach Account Service: start with an insight, frame a clear brief, and ensure the strategy stays central across all executions. By aligning brand, audience, and creative, I positioned Western Star as the butter that makes mornings smoother.
If expanded, I would test resonance across digital channels, explore influencer partnerships for lifestyle integration, and optimise experiential activations to deepen brand connection.
OOH Advertisement
Poster shows a butter knife gliding smoothly across toast with the line “Smooth mornings start here.” Strategically placed in morning commute locations where the audience feels their pain points most.
Social Media Advertising
Post focuses on relatable morning chaos — getting kids ready, and juggling routines — with Western Star positioned as the one thing that doesn’t add stress.
Post highlights common workday frustrations, contrasting them with the smooth simplicity of Western Star butter.