Western Star
Spread the Goodness
BRAND: Western Star
PRODUCT/SERVICE: Spreadable Butter
TARGET AUDIENCE: Young families in Australia, parents aged 28–40 with kids under 12.
SMP: Spread the Goodness, Effortlessly.
MEDIA: TVC/Online Video, Experiential Pop-Ups, Social Media/Interactive
Insight: Chaotic mornings leave no time for hard butter, families need quick, easy solutions to keep things moving.
Target Persona:
The target audience is parents like Sarah, 34, a full-time working mum with two kids in primary school. She’s time-poor and mornings are a daily battle. She values convenience, quality, and family moments but needs products that are reliable and fuss-free. For her, Western Star isn’t just butter, it’s the everyday helper that saves time and keeps mornings moving.
Idea:
The Spread the Goodness campaign shows how Western Star Spreadable is the hero that transforms chaotic mornings into calm, enjoyable moments. A fast-paced family breakfast scene filled with stress is instantly resolved the moment the butter spreads smoothly, bringing smiles and connection back to the table. With the line “Spread the Goodness, Effortlessly”, the campaign positions Western Star as more than just a product, it’s the everyday helper that makes family life flow.
Competitors:
Competitors include Flora ProActiv and MeadowLea, which focus on health, Lurpak Spreadable with its foodie premium positioning, and private label supermarket brands that compete on price.
Why it Works:
Spread the Goodness is driven by a genuine audience insight and positions Western Star as the brand that makes everyday family life easier. It blends emotion, humour, and relatability while showcasing the product benefit of effortless spreadability. Unlike competitors, Western Star owns the territory of being a family’s everyday helper, delivering calm and joy in life’s busiest moments.
Opportunity:
To move beyond functional product advertising and create an emotional brand platform in Spread the Goodness. This campaign allows Western Star to stand apart in a cluttered market, not just as butter, but as the brand that spreads goodness in every sense.
Executions:
The first execution is a TVC and online video capturing the chaos of a rushed family morning cereal spills, kids running late, toast flying which is instantly resolved when Western Star spreads effortlessly, creating a moment of calm everyone enjoys.
The second execution is an experiential activation called “Toast in Transit,” popping up at busy school drop-offs, train stations, and markets to give out free buttered toast and show how easily Western Star spreads in real life.
The third execution runs across social media with the #SpreadTheGoodness Challenge, encouraging families to share their funniest chaotic mornings resolved with Western Star, supported by short recipe and snack-hack videos that reinforce the brand’s role in making everyday life easier.
The fourth execution is a print ad that visually captures a messy, chaotic breakfast table contrasted with one perfectly buttered slice of toast, paired with the headline and the tagline “Spread the Goodness.” showing the product’s benefit at a glance and connecting the campaign across channels