When life gives you lemons, make lemon meringue pie: How Lurpak showed the world the power of good food, at a time it was needed the most

Lurpak, a butter brand, launched a worldwide campaign to deliver the brand's taste credentials by reconnecting the brand with cooking and good food.

Campaign details

Brand: LurpakAgency: Wieden + Kennedy London

Summary

This paper is about reframing a timeless story in uniquely timely form.

How we uncovered new feelings about what cooking, food and Lurpak meant in a troubled world.

And how those feelings, when stirred, generated record-breaking returns, in a context unlike any other.

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 with it. We needed a new approach to fight for...

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