Challenge Dairy Teams Up with Drake Cooper for Bold Launch of First-Ever Butter Cubes

Leading farmer-owned butter brand and 100% employee-owned advertising agency expand iconic Elk Campaign.

Challenge Dairy, a trusted farmer-owned butter brand with a rich heritage, introduced the industry’s first-ever Butter Cubes. The launch is supported by creative and media work from their agency partner, Drake Cooper, building on the “The One With the Elk on It” campaign that debuted last year.

Perfectly portioned for less mess, each individually wrapped four-tablespoon cube offers ease and convenience for bakers and everyday cooks alike. Shop like a butter lover. Look for Challenge—the one with the elk on it.

Made in California, Challenge Butter is sold nationwide at Walmart, Kroger, Albertsons/Safeway, and via Instacart.

“Challenge Butter Cubes take something familiar and make it even better—offering real convenience for the way people cook today,” said Priya Kumar, Vice President of Marketing at Challenge Dairy Products. “To me, this is what food innovation should look like: thoughtful, practical, and rooted in the realities of modern life. It’s been incredibly rewarding to have a creative partner like Drake Cooper who can bring that message to life with clarity and impact.”

Challenge Butter: “The One With the Elk On It”

Launched during the 2024 holiday season, “The One With the Elk On It” invited consumers to celebrate with butter that’s second to none. A trusted name for over 113 years, Challenge is leveraging its rich history and distinctive elk mascot to stand out in a competitive market. This campaign taps into the brand’s heritage, with the elk symbolizing the hard work and tradition behind every batch of butter.

The platform invites consumers to make a simple, confident choice in the dairy aisle: “Look for the one with the elk on it.”  Featuring engaging short-form content, digital display, paid social, and video, Challenge Butter reinforces its place as the go-to butter for those who want trusted results and demand the highest-quality ingredients in their kitchens.

Results have been strong, expanding brand reach, deepening loyalty, and reinforcing a shared commitment to quality and innovation.

Campaign performance highlights include:

+34% sales growth in campaign regions

90% unaided awareness, proving strong brand recall

50% increase in purchase intent, signaling rising demand