Gheeeeeeeeeee!
Ghee is used as a substitute for butter and oil in cooking. To get this message across, the Humanaut agency shamelessly draws on cooking influencers.
Ghee has its roots in India and Pakistan. It is pure butterfat that has been separated from water, milk protein and lactose. The original reason for this processing was the significantly longer shelf life. Ghee is also said to have numerous positive properties. For example, the fat is said to have anti-inflammatory, detoxifying and digestive properties as well as a positive influence on cholesterol and triglyceride levels. It is lactose-free and contains vitamins A, E and K. Superfood through and through. No wonder ghee is becoming increasingly popular in the western world.
However, awareness still needs to be increased. Advertising plays its part in this. For example, the "Internet Cooking Youtubers Love Ghee" commercial, which the agency Humanaut created for Organic Valley. Well-known YouTube chefs were literally put in the mouths of their love of ghee. In other words, the words oil and butter were quickly (and extremely unobtrusively) replaced by the word "ghee". As ghee also replaces the two frying fats in the kitchen. Influencer marketing could be that simple. If you don't take it quite so seriously. (hae)
