Sure, we appreciate that butter makes you fat, elevates the cholesterol and ultimately kills you from early onset myocardial infarction, but hell that salty, yellowy goodness damn tastes fine!

And if you like to smear butter on just about everything, then you’ll adore this wonderful new spot from British butter brand Anchor.

Titled “Butter the Food Butter the Mood” the delightful spot’s the work of London agency Engine and definitely plays to butter’s joy (and not its ability to bring on early onset myocardial infarction).

Commenting on the spot, Engine said: “The campaign also introduces a new look and feel for Anchor in print, OOH and below-the-line channels – bringing playfulness to the world of food photography, by mixing together bright colours and visual puns in ways that tickle the funny bone as well as the taste buds.”

Check out the crumpety goodness below: