Lurpak: When life gives you lemons, make lemon meringue pie

Lurpak, a butter brand, launched a campaign in the UK to encourage people to buy Lurpak and appreciate the positive impact that cooks made in their lives.

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...

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