Nobody Doesn't Like I Can't Believe It's Not Butter!



Just last week Gut Check chewed the fat with celeb chef Alex Guarnaschelli of Butter Restaurant in Manhattan. Guarnaschelli had popped into St. Louis as part of a promotion to help kids eat better, on behalf of that paragon of healthy-eating, Sara Lee. The schtick was that Guarnaschelli was going to visit a local suburban family and mend the ways of a pint-size picky eater.

You can read our post here, but the short version is that Guarnaschelli got a perfectly sweet five-year-old boy who preferred that his lunches consist solely of cheese to consume lunches that consist of cheese, processed deli meats and sandwich bread. Her reasoning: "We would like it if our kids ate kale and seaweed, but that's not going to happen."

Well, chacun a son gout and all that.

How does a celebrity chef follow an act like that?

Why, they team up with Unilever, which brings us such nutritional delicacies as Popsicles and Slim-Fast, to peddle I Can't Believe It's Not Butter!

According to a press release burped out yesterday, Guarnaschelli's actually playing second fiddle on this campaign; she's providing six "exclusive" recipes that are posted on the cumbersomely named product's website, .

"I grew up watching my mother make toast with I Can't Believe It's Not Butter! It always was, and still is, in my family's refrigerator," Guarnaschelli gushes in the press release. "And as a chef, home cook and mother, I never want to compromise taste as I create recipes -- and I don't have to when I use I Can't Believe It's Not Butter!"

This from a woman whose restaurant is named...Butter.

Be that as it may, the star of the new ad campaign is none other than Sex in the City cougar/horndog Kim Cattrall. From the press release:

Ms. Cattrall will appear in the new I Can't Believe It's Not Butter! campaign as the star of a series of television commercials slated to air in March 2011. In a savvy style reminiscent of her famous television series role, Ms. Cattrall plays out some clever storylines that place her in the company of delicious-looking men and delectable food, brought to life by a series of clever double entendres and some fun wordplay.

"Enjoying I Can't Believe It's Not Butter! is kind of like finding a deliciously gorgeous man, and then discovering he's single," joked Ms. Cattrall. "That's the spirit that we're playing with in this campaign -- we're showing women they can have it all -- delicious taste, with fewer calories and less fat than butter."

St. Louis has its own tenuous tie to I Can't Believe It's Not Butter! Last year two students from Webster University, Courtney Leigh Halford and Borris York, starred in a homemade video that was part of a nationwide promotion to introduce the butter substitute's ear-wormy "Turn the Tub Around" ad campaign:

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