Peruvian dairy company campaign connects butter to FIFA World Cup

By Jim Cornall contact

- Last updated on GMT

Peruvian dairy company Laive will send the winner of its butterfingers contest, promoting its butter products, to the FIFA World Cup in Russia.
Peruvian dairy company Laive will send the winner of its butterfingers contest, promoting its butter products, to the FIFA World Cup in Russia.
One of the biggest sporting events on the global calendar is the FIFA World Cup, and the celebration of football (aka soccer) is less than three months away.

One South American dairy company has found an interesting, and unusual, way to promote its products while connecting them to the championships that are held every four years, and this time take place in Russia.

Five nations currently qualify from the 10-strong South American CONMEBOL confederation, and for the first time since 1982, Peru is at the show.

So Peruvian dairy company Laive has teamed up with advertising gurus J. Walter Thompson to create a campaign that connects football to dairy, through that currently-valuable commodity – butter.

Dropping the ball, at least for goalkeepers, often leads to embarrassment and can be somewhat costly, and generally leads to the perpetrator being considered a ‘butterfingers.’

Peruvian bloopers

So the dairy company’s video campaign – which now has more than 85,000 views – is an attempt to find the worst Peruvian case of being unable to catch.

Consumers in the country are being invited to send in bloopers showcasing lack of prowess, through a dedicated website​, with the winner – or is it loser – netting a trip to Russia to learn from the best shot stoppers in the world.

No mention of whether or not they have to save a penalty to get back to Peru, however…

Laive, founded in 1910, sells a range of dairy products under the Laive, Watts and Bazo Velarde brands.

See the Laive video below (in Spanish).

Related topics: Manufacturers, Butters & Spreads

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