I Can't Believe It's Not Butter's Parody Spot Brings Back Hot Girl Summer

I Can’t Believe It’s Not Butter is going back to its comedic roots with a campaign that leans into the return of Hot Girl Summer, but is anything but basic.

The campaign spot will have you melting - it’s a parody of the sensual style of luxury perfume ads paired with the spray product’s favourite grilling combinations (think: kabobs, corn, and sexy salmon).

Social and digital creative agency, GLOW, is behind the campaign that is bringing the plant-based alternative front and center for this summer’s grilling and chilling festivities, right in time for the 4th of July holiday weekend.

The campaign launches across social and digital with key components:

• Health and cooking influencers (like @artsandfood, @eatingnyc, and @choosingchia) will be announcing the contest from their handles.
• An AR social lens will allow Instagram users to become a kabob, corn cob, or salmon and play with the I Can’t Believe It’s Not Butter spray product.
• Perfume ad posters will announce the contest winners on social and provide more opportunities for fans to comment to enter.

The official hashtag, #NotButterSummer, reminds us all to have a little fun this summer as the country returns to normal and backyard barbecues once again are a staple.

The effort culminates in an open contest that runs through August where one lucky winner will win the ultimate 'Grill & Chill' prize pack, including:

• I Can't Believe It's Not Butter!-Branded Plug-and-Play Hot Tub
• 54-Quart Steel Belted Cooler
• A 'Shuck Marinate Grill' Chef's Apron
• A year’s supply (12 bottles) of I Can't Believe It's Not Butter! Original Spray
• 10 second place winners will receive the cooler, apron, and spray; and 20 third place winners will receive an apron and spray.