Pouring cream into a plastic bag, putting it in a backpack and going for a run to make homemade butter is a recent trend among the running community that has been dubbed “butter run.” A trend that the dairy products brand Lactantia has joined in Canada with the creation of a specific garment for this particular and viral production technique.
Together with the creative agency Rethink, it has presented “Churning vest”, a “churning” vest designed for runners to turn cream into fresh butter with each stride and in an easy and safe way. And the accessory is designed to avoid spills or rudimentary materials and methods that truncate the result of the process.
Thus, the Lactantia vest is committed to a practical design by replacing heavy and uncomfortable backpacks with a garment with pockets and support to prevent fluid loss. Thus, it is made with neoprene fabric to facilitate thermal insulation and active cooling and thus guarantee food safety; and has a front chest pocket that allows you to monitor progress at a glance.
It also includes a food-safe and BPA-free container, that is, without bisphenol A, a substance used to harden plastic products; as well as a kinetic ball that speeds up the blending process. Additionally, the vest includes specific pockets for a butter knife and a slice of bread, so you can enjoy the butter once made.
The vest has been launched in a limited edition and Lactantia is raffling off five units since June 4. To get the garment, interested parties must go to the landing page set up for the occasion and fill out a form.
In addition, it has created a runner experience with the 6AM Club running club, in Quebec, so that users can enjoy a community run and observe the vest in action.
“We’ve created the perfect vest for churning butter on the go. Because? Because for 80 years, we’ve taken dairy very seriously. It is difficult to sit idly by watching the, shall we say, not so perfect attempts on social media. So we decided to give butter-loving runners a little push“, they explain from the brand. “Do you dare to try it? Enter below for a chance to win your own butter churning vest. And if you don’t win, our perfectly whipped butter awaits you in stores”.
The initiative capitalizes on the viral trend of trying to make butter while running, which has conquered running fans internationally. Over the past few months, social media has been filled with videos of runners sharing their butter-making efforts while doing their favorite sport.
Publication by Fer Sánchez
“Earlier this year, the strange phenomenon of ‘butter running’ hit social media. Lactantia, one of Canada’s most iconic dairy brands, was impressed by the ingenuity of the technique, but also baffled by its often less-than-perfect execution. So he wanted to lend a hand“, commented Pascal Routhier, Director of Strategy at Rethink through LinkedIn. “‘The Ultimate Butter Churning Vest’ seeks to help runners churn butter more comfortably, safely and cleanly”.
