Friday, January 28, 2011

Nobody Doesn't Like I Can't Believe It's Not Butter!

Posted By on Fri, Jan 28, 2011 at 1:00 PM


Just last week Gut Check chewed the fat with celeb chef Alex Guarnaschelli of Butter Restaurant in Manhattan. Guarnaschelli had popped into St. Louis as part of a promotion to help kids eat better, on behalf of that paragon of healthy-eating, Sara Lee. The schtick was that Guarnaschelli was going to visit a local suburban family and mend the ways of a pint-size picky eater.

You can read our post here, but the short version is that Guarnaschelli got a perfectly sweet five-year-old boy who preferred that his lunches consist solely of cheese to consume lunches that consist of cheese, processed deli meats and sandwich bread. Her reasoning: "We would like it if our kids ate kale and seaweed, but that's not going to happen."

Well, chacun a son gout and all that.

How does a celebrity chef follow an act like that?

Why, they team up with Unilever, which brings us such nutritional delicacies as Popsicles and Slim-Fast, to peddle I Can't Believe It's Not Butter!

According to a press release burped out yesterday, Guarnaschelli's actually playing second fiddle on this campaign; she's providing six "exclusive" recipes that are posted on the cumbersomely named product's website, .

"I grew up watching my mother make toast with I Can't Believe It's Not Butter! It always was, and still is, in my family's refrigerator," Guarnaschelli gushes in the press release. "And as a chef, home cook and mother, I never want to compromise taste as I create recipes -- and I don't have to when I use I Can't Believe It's Not Butter!"

This from a woman whose restaurant is named...Butter.

Be that as it may, the star of the new ad campaign is none other than Sex in the City cougar/horndog Kim Cattrall. From the press release:

Ms. Cattrall will appear in the new I Can't Believe It's Not Butter! campaign as the star of a series of television commercials slated to air in March 2011. In a savvy style reminiscent of her famous television series role, Ms. Cattrall plays out some clever storylines that place her in the company of delicious-looking men and delectable food, brought to life by a series of clever double entendres and some fun wordplay.

"Enjoying I Can't Believe It's Not Butter! is kind of like finding a deliciously gorgeous man, and then discovering he's single," joked Ms. Cattrall. "That's the spirit that we're playing with in this campaign -- we're showing women they can have it all -- delicious taste, with fewer calories and less fat than butter."

St. Louis has its own tenuous tie to I Can't Believe It's Not Butter! Last year two students from Webster University, Courtney Leigh Halford and Borris York, starred in a homemade video that was part of a nationwide promotion to introduce the butter substitute's ear-wormy "Turn the Tub Around" ad campaign:

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