Butter boards — artfully styled wooden boards with softened, flavored butter — have become a TikTok trend in the last couple of years. But their inexorable rise might not have been entirely organic. Grist reports on how the dairy lobby is claiming credit for the trend because its marketing group worked with the influencer who posted the first video. The organization also has partnerships with McDonald's, Taco Bell, Domino's and General Mills. "Thirty years after the era-defining 'Got Milk?' campaign — itself a project of the California Milk Processor Board — the U.S. dairy lobby’s PR machine appears to be getting a second wind," writes H. Claire Brown.
