Keller's Creamery - National Launch of Plugra Gourmet Butter The challenge was to generate significant awareness around the national consumer launch of Plugra, a high-fat gourmet style butter. This was actually a re-launch given the fact that it had been released nationally to consumers eighteen months earlier as Keller's European-Style Butter. Rather than simply announcing a name change we documented the growing home gourmet cooking trend and positioned Plugra as a major catalyst of that trend. We made Keller's spokespersons available to the media to speak about the trend as well as to dispel the negative health myths associated with a higher fat content butter. By using the trend and thought leadership platform, we were able to generate a wave of national publicity, securing prominent placements for Plugra in The New York Times, Time Magazine, Martha Stewart Living, The NY Post and dozens of major newspapers and industry trade publications across the country. Plugra sales increased significantly placing them at the top of the gourmet butter sector, along side such butter giants as Land O' Lakes.