How 11 pounds of Normandy butter turned a new mom’s push present into a national moment.
New York, NY – November 20, 2025 – When Hoboken dad Michael Vitale started planning a push present for his wife Madison after the birth of their son, he skipped the usual jewelry and designer bags. Instead, he went all-in on what she actually loves: French butter.
Earlier this month, PEOPLE ran the exclusive story “Man Goes Viral After Ordering 11 lbs. of French Butter for Wife's Push Present,” highlighting how Michael ordered 11 pounds (5 kilos) of premium French butter from Box N Case, shipped straight from Normandy, France. The butter alone totaled $273.56, plus about $50 in ingredients to make over-the-top sandwiches. (People.com)
Madison, who shares her food and motherhood journey on TikTok as @sistersnacking, filmed the unboxing and posted it online. The video went viral with more than 3.4 million views and over 6,000 comments, with viewers calling it the “best push present of all time” and joking that “as a French person, this is the correct amount of butter.” (People.com)
They didn’t just admire the butter—they cooked with it. The couple used their BoxNCase haul to make jambon-beurre sandwiches, caviar-butter bagels, brown-butter cookies, and more. Madison told PEOPLE that the gift felt special not because it was extravagant, but because it was so deeply her: inspired by their honeymoon in France, her love of bread and butter, and her recent obsession with sourdough baking at home. (People.com)
“Seeing BoxNCase show up in a national outlet like PEOPLE through such a real, joyful family moment is exactly why we built this company,” says Surya Singh, founder of BoxNCase. “We want world-class specialty foods like Normandy butter to be accessible not just to restaurants, but to home cooks, creators, and anyone who takes food seriously.”
Why this moment matters for BoxNCase
This viral push present puts a spotlight on what BoxNCase does best:
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Direct-import specialty foods
BoxNCase sources premium products like French and European butters, chocolates, and pantry staples, importing them directly and offering them in club sizes and wholesale formats so both chefs and serious home cooks can access them. (Apple Podcasts) -
Restaurant-grade quality, home-friendly formats
The exact butter featured in PEOPLE is the kind of product traditionally reserved for foodservice and hospitality. BoxNCase makes it available by the box, case, or pallet for households, cafes, and retailers across the U.S. (facebook.com) -
Food as a love language
Instead of a one-time luxury item, Michael chose something that turned into weeks of sandwiches, breakfasts, and baking sessions. For BoxNCase, that’s the core idea: specialty food as a way to celebrate everyday life and big milestones alike.
The rise of “viral pantry” moments
The BoxNCase mention in PEOPLE is part of a broader shift: food-obsessed consumers and creators are now driving their own “viral pantry” moments.
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TikTok creators like Madison (@sistersnacking) are putting ingredients—not just finished recipes—at the center of their content. (People.com)
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National media are increasingly covering these stories, turning niche products like Normandy butter into mainstream talking points. (People.com)
For BoxNCase, this is proof that there’s strong demand for ultra-premium, story-driven staples: the kind of items people are proud to put on their counter, film, and share online.
What’s next: Butter bundles & creator collaborations
“We’re seeing this new ‘viral pantry’ behavior where the products that take off aren’t gimmicks; they’re genuinely great ingredients,” says Amir Ahmed, Director of Marketing at BoxNCase. “Eleven pounds of French butter sounds outrageous until you realize people are baking, entertaining, and filming content around it for weeks. That’s exactly the kind of high-impact, high-loyalty product we want to put in people’s hands.”
In response to the attention around the viral push present, BoxNCase is working on:
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Limited “Push Present Butter” bundles inspired by the Vitale family’s story
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Expanded creator and media partnerships so that food writers, editors, and content creators can build their own features around French butter, specialty imports, and “over-the-top but deeply thoughtful” gifts
“We’ve always believed that things like French butter and fine chocolate shouldn’t be gatekept,” adds Singh. “If this story convinces more people to celebrate with incredible ingredients instead of forgettable gifts, that’s a win for everyone.”
About BoxNCase
BoxNCase.com is a New York–based direct-import marketplace for specialty and fine foods, serving chefs, retailers, hospitality groups, and serious home cooks across the United States. From French butter and European chocolates to pantry staples and seasonal specialties, BoxNCase offers club-size, case, and pallet quantities with nationwide shipping and rigorous quality control. (Apple Podcasts)
Read the original PEOPLE story:
“Man Goes Viral After Ordering 11 lbs. of French Butter for Wife's Push Present (Exclusive)” – PEOPLE.com (People.com)
Explore French butter on BoxNCase:
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