Challenge Butter
A perfectly churned butter recipe that's 115 year old? You don't have to remember much, just look for the one with the elk on it.
Challenge butter has been regarded as a high quality product, but struggled with brand recall at the point of purchase. Our creative answer was right on the box. We brought to life their most recognizable element, "Elk."
This campaign turned the elk into a brand asset, as an identity who now runs their social media account, and even adding an elk bugle audio mneumonic to the brand kit. The campaign reinforced Challenge's premium quality, making it stand out in the crowded dairy aisle.
Client
Challenge Butter
Services
Campaign concepting
Tagline
Storyboarding
Campaign extension ideation
Design
Awards
DEVELOPED BY DUMASTAR
Bringing the Elk to Life
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.
This integrated approach aims to boost brand visibility and recognition while positioning Challenge as a premium option, driving consumer recall and ultimately helping regain market share.
Results
"The one with the elk on it" campaign reversed downward trends, built lasting differentiation, and reestablished Challenge as a premium brand in the butter aisle.
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90% unaided awareness, providing strong brand recall
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50% increase in purchase intent, siganling stronger consumer demand
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34% sales growth in campaign regions, while non-campaign regions declined 32%
Agency
Drake Cooper
Date
2025
Partners
Patrick Hoopes, ECD
Lydia Abend, ACD Copywriter
