The creative idea, “Keep the Flavour, Cut the Fat” was brought to life to show the consumer that by using PAM instead of butter or oil, you can reduce your fat intake.The execution leveraged the insight that people are ‘grossed out’ by having excess oil from their food leftover on a plate, napkin or pan. Extra impact was delivered through the extension into content.

Given the size of the Canadian market, providing accountability on effectiveness can be challenging for both advertiser and agency.In order to clearly illustrate the success of this strategy we negotiated with Canadian Living to allow us to post a research study on their website (at no charge). The campaign exceeded all expectations.