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Grey London has created a £4m TV campaign to promote the launch of St Ivel Gold's latest product. The new butter has Omega 3, an essential fatty acid that is recognised as an important nutritional supplement, especially for the heart. The most effective form of Omega 3 is only found in fish oil and to highlight this the 30-second execution follows a shoal of fish swimming through luxurious tropical waters. As the voiceover explains the benefits of the fatty acid, the shoal takes the shape of a heart.