Digital and direct marketing agency Tullo Marshall Warren (TMW) has created two fun social media tools for I can’t believe it’s not Butter! (ICBINB!) which have been developed to engage users via the ICBINB! Facebook page. The ‘Yellow Card’ Facebook App and ‘Yum Yum Yum’ game have been designed to reflect ICBINB!’s quirky personality and are part of the brand’s ongoing digital marketing strategy which aims to connect with its target audience through a variety of social media activities.

The Yellow Card app ( allows users to ‘Yellow Card’ their friends in football style when they behave in an outrageous, funny or astonishing way – or in a way ‘that you can’t believe’. When a user gives someone an ICBINB! Yellow Card it is posted along with a fun message, personalised by the sender, on both their own and the recipient’s Facebook Walls.

Yum Yum Yum ( is a fast and furiously exciting ‘collapse’ game where the objective is to get as many points as possible by finding groups of three or more of the same delicious ICBINB snacks, connected vertically or horizontally, to collapse the board.

The creative delivery of these two social media tools is based around the core theme of ‘Unbelievability’ which drives the brand’s Facebook hub. This, as well as being the central location for brand conversations, is also the virtual ‘World of stuff I can’t believe’, with unbelievable gossip, facts, jokes and games.

Jenny Clark, Brand Manager, I can’t believe it’s not Butter, comments: “The social media elements which TMW has designed for us perfectly reflect the name and identity of our product and tap into the fun and comical image of the brand. I can’t believe it’s not Butter! puts a smile on people’s faces, even when they’re doing an everyday task like spreading their kids’ sandwiches. These social media tools will have exactly the same effect, giving people an extra bit of fun during the day.”

Kate Stockdill, Account Director at TMW, adds: “I can’t believe it’s not Butter! is a really enjoyable brand to work on, giving us real scope to be creative. The digital tools we have created entertain and engage, giving customers a real reason to return again and again.”

The launch of these two new elements on ICBINB!’s Facebook hub add to other elements for which TMW created the strategy, creative concepts and designs, including ‘Unbelievable Recipes’ and ‘Spread The Celeb’, which is soon to be followed by a personalised version called ‘Spread Your Head’.

Published on: 11:58AM on 24th September 2010