• October 30, 2007

Unilever is targeting toast lovers in a whimsical campaign to "Save the toast" by showing the "harm" done to toast by consumers who wield cold stick butter and recommending the use instead of its Shedd's Country Crock Spreadable Butter made with canola oil.

Created by New York-based Story Worldwide, Savethetoast.com features "broken middles, broken crusts, broken hearts and broken dreams," the sad fate of Erma Bagel, Caroline Cornbread, Bobby Biscuit, Miss Melba Toast and King Edward of English Muffin.

The campaign is supported primarily through a PR effort developed by M Booth & Associates, N.Y. A spokesperson for M Booth says Unilever also will e-mail its database about the site and has a 30-second video on YouTube.

At the web site, visitors can see "toastimonials" from the bread victims and sign a petition to "save the toast" and get a coupon for Country Crock.

Country Crock Spreadable Butter is made with real butter and just a touch of canola oil so it spreads straight from the fridge, says Englewood Cliffs, N.J.-based Unilever North America.

--Nina M. Lentini