• by Larissa Faw , January 3, 2019

Timed to coincide with those seeking to lose weight in the New Year, I Can't Believe It's Not Butter (ICBINB) and agency WhoSay are launching the new "Spread No Drama" creative platform that features hundreds of pieces of creative, including spots featuring actress Eva Longoria. 

She stars in multiple comedic short-form videos aimed at inspiring people to reduce their "food drama" by showing her in discussion with multiple "Mini Eva" characters. 

An influencer content program will offer consumers product applications aimed at demonstrating the versatility of the brand in baking, spreading and cooking. 

The campaign will be featured across various digital channels, print, in-store, radio, as well as all of ICBINB's owned social channels and its newly designed website. 

While the brand has utilized TV in the past, most famously with Fabio, parent company Upfield decided against TV advertising at this time.

The brand spent $8.69 million on advertising during the first six months of 2018, versus $16.7 million during the same time frame in 2017, according to Kantar Media. The budget for the new campaign was not disclosed.

This story has been updated.