Lurpak - Inspiring the nation to cook
It was the middle of winter and the country was in recession; the population was on a budget. With Lurpak being a premium butter, it was a brand that shoppers instinctively started trading down from. Our brief was to redefine its role as a brand and give shoppers a reason to remain loyal.
Research showed us that in these times of hardship, people tend to focus on their family unit, protecting what is familiar to retain that feeling of security. Food plays a major role here. It is in these times that people turn to proper dishes, hearty food; comfort food. Traditional recipes that we have all grown up on and cooked time and time again. Rather than take them for granted, the campaign showcased them as heroes to rely on in times of hardship. Cottage pie. Macaroni cheese. Bread and butter pudding. Evoking scenes of industry, the campaign inspired people to get into the kitchen, roll their sleeves up and get cooking. Simply put, our solution was to demonstrate that you get out what you put in; giving Lurpak a clear role.
Research showed us that in these times of hardship, people tend to focus on their family unit, protecting what is familiar to retain that feeling of security. Food plays a major role here. It is in these times that people turn to proper dishes, hearty food; comfort food. Traditional recipes that we have all grown up on and cooked time and time again. Rather than take them for granted, the campaign showcased them as heroes to rely on in times of hardship. Cottage pie. Macaroni cheese. Bread and butter pudding. Evoking scenes of industry, the campaign inspired people to get into the kitchen, roll their sleeves up and get cooking. Simply put, our solution was to demonstrate that you get out what you put in; giving Lurpak a clear role.
The campaign had a significant effect on sales, stopping consumers trading down and actually cementing the importance of the brand. Lurpak retained their position in being the number 1 most valuable brand in its category.
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Working in parallel, the new ‘Slow Churned’ product was launched and a Christmas campaign rolled out. The Christmas campaign celebrated the Christmas makers, celebrating both the process and the result. As part of the campaign, alongside the OOH and print, Lurpak launched the Mighty Meal Timer app, an app which helped cooks up and down the country plan their perfect Christmas meal. This was the agencies first digital win on the account.
Agency: Wieden + Kennedy London
Director: Vince Squibb
Production company: Gorgeous
Photographer: Rick Guest
Director: Vince Squibb
Production company: Gorgeous
Photographer: Rick Guest