Standing Out From the Herd

Despite 114 years of butter-making expertise, Challenge struggled to stand out in the crowded butter aisle. Consumers didn’t see it as a premium option, and it lacked the memorability of competitors like Land O’Lakes and Kerrygold. Drake Cooper set out to change that by enhancing brand visibility, elevating perceptions of quality, and regaining market share.

Churning Through the Data

Market research showed that while consumers liked Challenge, they didn’t think of it often. Total awareness lagged behind key competitors like Land O’Lakes and Kerrygold. We needed to tell Challenge’s untold story, give it personality, and make it stand out on the shelf.

Bringing the Elk to Life

In collaboration with Challenge, we created a new creative platform, “The One With The Elk On It,” that leverages Challenge’s iconic elk mascot, turning it into the hero across all marketing efforts. By making the elk a focal point, we created a distinctive identity that stands out on the shelf and captures attention in the cluttered butter aisle.

The elk’s memorable presence is further reinforced through visual and audio cues, ensuring consumers associate it with the brand’s fresh, high-quality butter.

This omnichannel approach aims to boost brand visibility and recognition while positioning Challenge as a premium option, driving consumer recall and ultimately helping regain market share.

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Challenge The One With The Elk On It

Standing Out From the Herd

Churning Through the Data

Bringing the Elk to Life