Farting Cows Make Dairy Butter More Harmful to Planet than Margarine

Upfield challenged APCO and 72 Point to come up with a media campaign that would demonstrate the positive impact on the environment of switching from dairy butter to a plant-based margarine. Leveraging a study commissioned for Upfield that burping and farting cows make butter production three times more damaging to the environment than plant-based spreads, we launched the Cow Farts campaign with creative digital and visual assets. The outcome significantly exceeded our client's expectations and our KPIs, resulting in 197 pieces of coverage and 1.53B online readership. It also contributed to a positive shift in online conversations regarding margarine.