Independent ad agency TRP has been named the creative agency of record for premium Australian butter maker Lard Ass, launching the brand’s first major campaign and positioning it as the benchmark for proper butter.
Founded by Monica Cavarsan, Lard Ass was created to challenge a butter category increasingly defined by speed, softness and convenience. Instead, the brand produces hand-crafted, cultured butter on a small scale so that flavour, texture and ingredients are of a high quality.
Rolling out across out-of-home and social, the campaign introduces a bold new platform designed to show Australians what proper butter looks like.
Founder Monica Cavarsan said the campaign marks an important step in bringing the brand’s philosophy to a wider audience: “From the beginning, Lard Ass has been about bringing back what butter is supposed to be; rich, hand-crafted and full of flavour. We’re not trying to make butter more convenient. We’re trying to make it better. And this campaign is our way of inviting more Australians to taste the difference proper butter makes.”
Kyle Ross, head of strategy at TRP, said: “When a category is built around convenience, the fastest way to stand out is conviction. This campaign gives Lard Ass a clear, confident place in people’s minds to put proper butter on the table.”
The campaign marks the first major step in building wider recognition for Lard Ass as a distinctive challenger brand with a simple point of view: proper butter tastes better.
