Western Star Spreadable Butter

 “Spread Calm, Not Chaos.”

Insight:

In the morning rush, parents often feel stressed and guilty—craving for peace but worried they’re missing those small but meaningful breakfast moments with their kids.

Supporting Evidence:

87% of Australian families eat breakfast together, and 82% of parents report feeling guilty if their family skips breakfast (Daily Bulletin, 2024).

Idea:

Western Star Spreadable Butter is not only about taste and convenience. It also helps parents transform stressful and chaotic mornings into meaningful breakfast moments with their children and family.

Execution:

Bus Stop OOH:

A parent's hand is buttering a slice of bread, surrounded by the child's small school supplies, pencils, school bags, unorganised notebooks and car keys, making the viewer imagine the morning rush at the dining table as the mother gets her child ready for school.

Placed at busy bus stops with high traffic along school pick-up and drop-off routes and morning commutes.

Strategy rationale:

Reaching the place and time when parents are rushing to get to school or work.

Reflecting the chaos of a morning meal, it helps create a sense of closeness and reality for parents.

Clear tagline to easily convey the message to viewers in just a few seconds.

Billboard:

Designed for visual clarity, with a tagline and minimalist background to get the message across to the viewer in seconds.

The bold red digital number “07:30” makes the viewer visualise a clock, a morning alarm clock.

It represents the rush of time, the morning rush hour, along with the Western Star spreadable butter box that represents the contrast between chaos and calm through spread.

Strategy rationale:

07:30 signals a tense rush hour.

The combination of chaos and calm becomes understandable and realistic.

The execution helps to attract attention and easily create high brand recall for viewers in a few short seconds.

Instagram Reel (40 seconds):

This Instagram reel is content for a social media audience. That’s where sound, text, and emotion come into play.

A chaotic morning with familiar sounds like an alarm clock, combined with a child’s voice. Using the sound of butter spreading, along with a box of Western Star spreadable butter and the tagline “Spread Calm, Not Chaos.”

The video ends with a mother and daughter laughing over soft music.

Strategy rationale:

The video content arouses curiosity with a simple visual layout, combined with realistic sounds that attract viewers, especially parents, to immediately understand and sympathise with the scene.

The silence and gentle sound of spreading butter help create a peaceful silence. The product ending and effective tagline bring a warm, memorable perspective to the audience.

Target Audience:

Young parents aged 25–40 are juggling work, schooling and family. During rush mornings, they are looking for small but meaningful ways to create moments of connection with their children and family.

SMP:

Western Star Spreadable Butter turns chaotic mornings into calm moments of connection.

Reference:

Daily Bulletin. (2024, March 11). New research: 87% of Aussie families eat breakfast together. Daily Bulletin. https://www.dailybulletin.com.au/daily-magazine/78634-new-research-87-of-aussie-families-eat-breakfast-together