Blue Chip Takes Daisy Sour Cream to New Dishes
By The Chicago Egotist / /
A new creative initiative from agency Blue Chip breaks the mold for America’s #1 sour cream by showing the product as an ingredient in non traditional dishes.
Whereas most brands need new consumers, Daisy wants current buyers to use sour cream in more ways. The top-selling sour cream in America has become a staple for many American favorites like tacos, chili, and baked potatoes. But it can also elevate many more dishes that consumers eat every day. That’s the point of new TV work from agency Blue Chip, which updates Daisy’s distinct jingle, “a dollop of Daisy,” to inspire new usage ideas. In the commercial, families add Daisy to twice-baked potatoes, pasta sauce, Mexican food beyond just tacos, and strawberries.
“In addition to using sour cream as a topping, we want families to think of Daisy Sour Cream as the signature completion to all foods, even the more casual foods they eat every day like nachos and quesadillas,” said Erik Christensen, Director of Marketing at Daisy. “Sour cream is always in the fridge, and it’s an easy way to neutralize heat, balance flavor, and elevate everyday meals.”
Families represent about one-third of sour cream consumers but three-quarters of the usage volume. Their usage is concentrated on family meals, where they add sour cream as a topping to three or four conventional dishes. Yet they’re usually looking for simple ways to make everyday meals just a little better.
“We’re making it easy for people to envision using sour cream in foods they eat regularly,” said Joel Walker, VP/Creative Director at Blue Chip. “We put more movement and more varieties in this spot and showed people dolloping dishes throughout rather than as a bow at the end.”
A mix of 30- and 15-second spots will run through February on national TV and CTV networks, including ABC, CBS, ESPN, Lifetime and Hulu.
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