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The banners, which began running late last week, feature the brand’s spokesman, Fabio, and two female heroines who appear in 1950s-style romance comic book episodes. They lead to a jump page that completes the story and links to I Can’t Believe It’s Not Butter!’s love-themed Web site, tasteyoulove.com, which launched in 1996.
The campaign “combines the passion for romance and the passion for food,” said Sherri Vinton, senior account manager at New York-based Thunder House, the interactive division of McCann-Erickson, traditional agency for the brand.
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