Aurora Syrups on Separate Menus

O&M Offers Mrs. Butterworth’s, Log Cabin to Different Audiences
CHICAGO–Aurora Foods targets two different segments of the syrup market with new work from Ogilvy & Mather here for its Mrs. Butterworth’s and Log Cabin brands.
While together the two brands account for about one-third of syrup sales nationally, the agency’s task was to differentiate them within the category, said Tom Hall, O&M chairman and chief executive officer.
Mrs. Butterworth’s targets families with young children, while Log Cabin is directed at cooks who take particular pride in their pancakes and waffles, Hall said. The former, then, gets playful new work that reprises the talking Mrs. Butterworth’s bottle, while the latter gets a more product-focused campaign.
The Mrs. Butterworth’s ads, which broke last week, are O&M’s first work on the brand since landing the $5-7 million account last fall.
In five TV spots directed by former Devo band member Gerald Casale, adults attempt to get the Mrs. Butterworth’s bottle to speak to them. One man, a grandfather, even dresses like a baby in hopes of getting Mrs. Butterworth to respond, leaving the bottle and a young girl completely bemused as they talk about his antics. The tagline is, “You butter believe it.”
A more understated approach marks a 30-second spot for Log Cabin that broke in late January. While the spot retains the tagline, “In the heart of every home, there’s a little Log Cabin,” it veers away from brand’s recent focus on its 100-year history and heritage. Instead, it uses appetizing food shots and a Celtic score to create what Hall described as a “ballet of earthenware.”
A spot O&M created two years ago opened with an animated graphic of the brand’s log cabin logo before moving to scenes of a mother making pancakes.
“The themeline is the only thing the spots have in common,” Hall said. “We wanted to make this brand contemporary and relevant to a whole new world of people.”
The work is airing in Midwest, Northeast, mid-Atlantic and West Coast markets.