In 2017, just after moving to Los Angeles, we started hearing about this magical butter coffee everyone had been drinking. We tried it and it was a game changer, leading to a complete shift of lifestyle and appreciation for self-care and optimization.
We knew how much it helped us, and wanted to hear how it had helped others. However our approach was even simpler than that: we wanted to get our mothers to drink the coffee. We knew they didn’t much care about the benefits of ghee or MCT oil, but if we could inspire them through a story of real change, then we had a win.
And so we reached out blind and vulnerable, and to our complete surprise they responded to our pitch. Our first video starring podcaster Luke Storey garnered over 1.4M views in under weeks.