The activity, which will be backed by a £4m spend, is part of Dairy Crest's efforts to tap into consumer interest in healthy eating.
Following the reformulation, Utterly Butterly will have lower levels of saturated fat than rivals such as Flora Buttery and Anchor Lighter.
Two TV ads created by Grey London will break in October. The executions continue the 'irresistibility' theme used by Utterly Butterly in previous campaigns.
Dairy Crest will aim the omega-3 variant at consumers who are aware of the benefits of the fatty acid and are looking for ways to increase their intake without significant changes to their diet.
The launch comes as part of Dairy Crest's growing commitment to boosting consumers' omega-3 levels; in 2005 it added a similar variant to its St Ivel range.
More than 1000 products containing omega-3 were launched worldwide last year, according to Mintel.
Dairy Crest has also tasked Springetts with redesigning the Utterly Butterly packaging. The packs will carry a green flash to communicate the brand's health benefits.
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