Messages of peace, tolerance, equality and freedom of expression from…butter? The latest campaign from the Fédération des producteurs de lait du Québec, called ‘Le beurre prend position’ (‘Butter takes a stand’) centres on such lofty ideals, aiming to promote ‘food for thought.’

There are eight different executions, all in French, featuring butter-worthy items like croissants, potatoes and toast with statements like ‘Unite the Nations’ and ‘Equality.’ One execution depicts a decapitated muffin with the line ‘Against Violence.’

The campaign broke this week with a full-colour two-page spread in major Quebec dailies like La Presse and Le Soleil. The campaign is OOH-heavy, with posters in 356 transit shelters across Quebec.

Cossette did creative and media for the campaign. Cossette Media’s Martine Delagrave, media co-director, and Zoé Béland, media planner, handled the media buys.