The Fédération des Producteurs de lait du Québec, Quebec’s dairy federation, is looking to “light up” Quebecers’ summer meals with its latest campaign for butter.

With media by Touché!PHD and creative by Cossette, the campaign is targeted at adults aged 18 to 45, and relies on OOH ads in bus shelters and metro stations and on street columns in cities like Montreal, Quebec and Sherbrooke.

The ads drive to the website Beurre.com, which features all sorts of butter-filled recipes and tips for making and storing butter, and also serves as a guide for restaurants, bakeries and cafés. The campaign will also include a Facebook contest, which is slated to launch in July.

The creative features foods like lobster, croissants and vegetables that go well with butter, and uses different taglines for four different ads that will run sequentially for a month each. For lobster, which is featured in the first ad, the tagline is “Le beurre allume vos festins” (butter lights up your feasts).

Nicole Dubé, director of marketing, Fédération des producteurs de lait du Québec, tells MiC that the federation chose an OOH campaign because butter tends to have a smaller ad budget than other dairy products, like milk and chocolate milk. She adds that it was also seen as the most effective way to reach consumers as they increasingly take their meals outside.

The campaign will run until mid-August. Dubé says it will be followed by a pre-Christmas print campaign, which will likely launch in November.