Who could have predicted that the “runner butter” idea, in which runners discovered they could churn butter in sandwich bags that they store in their backpacks while running, would become a viral trend on social media?

It did. And Rethink has borrowed it for a campaign for Canadian dairy brand, Lactantia, that allows Canada’s #1 premium dairy brand to confirm its place in food culture by playing in it. The partners have created The Ultimate Butter Churning Vest – a running vest made specifically for runners to turn cream into fresh butter with every stride.

Runner butter is, in fact, more than a social media gimmick. The agitation caused by running actually churns cream into butter. However, the DIY methods – loose sandwich bags in heavy backpacks – are far from ideal. The Ultimate Butter Churning Vest from Lactantia swaps the DIY struggle for a streamlined design, without the risk of spills or the weight of a pack holding you back.

“We’ve seen Canadians on social media using our 35% cream to try this experiment and wanted to find a fun way to say thank you to them,” stated Marion Eizaguirre, senior brand manager at Lactalis Canada (Lactantia). “Creating The Ultimate Butter Churning Vest allowed us to mirror that the precision we took to make the vest is the same level of care and quality that we put into our products.

The vest features a front chest pocket, allowing you to monitor your progress at a glance. Inside, the BPA-free, food-grade container uses a spill-proof design and kinetic ball to accelerate the churning process. The pouch is also equipped with thermal insulation and active cooling to ensure food safety. Once your batch is ready, the vest even includes dedicated pockets for a butter knife and a slice of bread, allowing you to sample the go.

Lactantia will be giving away a limited run of vests nationwide, while quantities last. Canadians can head to lactantia.ca/churningvestcontest for the chance to win.

Those in Quebec can look out for a Butter Run hosted by the 6AM Club on Saturday, June 13, to see the vest in action and get to sample the fresh butter post-run. More information will be posted on the 6 AM Club’s official Instagram page.