Campaign details
Brand: LurpakBrand owner: Arla FoodsEntrant company: Wieden+Kennedy, LondonMarket: United KingdomSector: Dairy products, fats, oilsMedia channels: Online video, Outdoor, out-of-home, Print - general unspecified, Programmatic display, Social media, Television, Video on demandBudget: 3 - 5 million
Executive summary
This paper is about reframing a timeless story in uniquely timely form.
Lurpak's brand had been built in food, taste and cooking for over a decade. But in a convenience-obsessed culture, cooking was struggling to sustain relevance. If cooking lost its cultural sizzle, Lurpak's appeal would diminish. We...