Every product in this category claims to taste as good as butter and for consumers it's difficult to tell one product from the other. Mother's answer was to reclaim the high ground of great buttery taste for I Can't Believe It's Not Butter!, by focusing the idea around 'brilliant impersonation'. The confusion of the almost identical Ozzies (played Ozzie himself & Jon Culshaw) is a powerful, populist and entertaining way to tell this story. This is a £7m through the line campaign which will benefit from three 30s, and four 10s TV commercials, thirteen 'new celebrity' press executions and outdoor.