“Given that we were drawing inspiration from some pretty legendary film directors, taking a cinematic approach was the only approach,” said Booker. “With such a simple, solid idea celebrating the legendary status for such a brand, it couldn’t feel like ‘just any’ commercial. This work is a big moment for Country Crock, so it deserved a striking look to match.”
This is Country Crock’s first major campaign launch since 2020—and Preacher’s first work for the brand since winning the account earlier this year. The spot, themed “Make your table legendary,” will run nationally online and across broadcast and connected TV. Original social content will run across Meta, Pinterest and YouTube. In-store signage in major markets across the U.S. is also part of the mix.
“Country Crock Original has been an iconic staple in American homes for generations, and while the brand has always had its dedicated fans, it’s time to rekindle their love of its delicious taste and undeniable versatility to introduce the brand to new families across the country,” said Cotter said in a statement. “Country Crock is more than just a spread, it’s perfect for cooking and topping your favorite foods and we’re excited for consumers to get inspired in the kitchen.”