Agency: Wieden + Kennedy
Lurpak is bolstering its marketing spend with this £12 million marketing push which includes this new television advert urging us to enjoy a weekend sleep in and enjoy a hearty Saturday morning breakfast.
Carrying the strapline ‘Saturday is a Breakfast Day’, the new ad celebrates the Saturday morning lie in, when we can look forward to a proper breakfast with fresh ground coffee, home-made pancakes, perfect boiled eggs and hot toast generously buttered with Lurpak and uses the voice of Bladerunner actor, Rutger Hauer.
The TV ad will run throughout the year, with heavier bursts in February/March and then in the Autumn, supported at these key periods by national, women’s and foodie press advertising, Metro wraparounds, radio, digital outdoor and online media plus in-pack promotional activity to deliver heavyweight coverage.
With Saturday breakfast the focus of the 2009 campaign, timing is key to the media plan and advertising will appear only on Thursdays, Fridays and Saturday mornings in the build up to Saturday breakfast to remind consumers to stock the fridge for this special mealtime experience.
Charlotte Buswell, brand manager at Lurpak, said, “Our Good Food Deserves Lurpak campaign was hugely successful in contributing to brand growth, as well as pulling in creative awards, and we believe Saturday is Breakfast Day will carry on the great work, especially as we’ll be on air during ten out of twelve months this year.
“During the week we’re all pressed for time, grabbing a fast and functional, on-the-go breakfast, or ‘deskfast’. But breakfast is one of the best food moments of the day and what better way to ease into the weekend than taking time over really good, simple breakfast favourites like boiled eggs and buttered soldiers?”
Media planning and buying was handled by Carat.