Agency: Wieden + Kennedy
Lurpak, the UK’s No. 1 BSM brand from Arla Foods, is launching a £12m marketing campaign throughout 2010 with new creative created by Wieden + Kennedy.
Entitled the ‘Joy of Creation’ the new creative explores the pride and sense of achievement felt when cooking from scratch.
The first creative entitled ‘Pie’, features a man cooking a steak and ale pie for his family, tearing pastry and getting messy along the way, demonstrating the rich rewards and pride of home cooking.
The initial burst of adverts will run until the end of March and will return to TV screens again throughout the year.
The marketing campaign will also include the introduction of new branded lorries, digital activity targeting bloggers who are passionate about food, a new website called bakeclub.co.uk and a 5,000 site outdoor poster campaign.
Using straplines like ‘Pride, you won’t find it in a ready meal’, the campaign taps into the brand’s over arching message that ‘Good Food Deserves Lurpak’.
The supporting outdoor advertising executions feature real homemade food, created by food bloggers using their recipes. They include: Mary Rose Agius, creator of didyouputgarlic.com made the chicken; Helen Graves, creator of helen.graves.co.uk made the pie; Jeanne Horak, creator of cooksister.com made the cupcakes
The food bloggers were used because they are as passionate about good food as Lurpak is, and embody the values Lurpak places on the importance of home cooking: a little imperfect, but delicious nonetheless.
“We’re really excited about our 2010 marketing plans for Lurpak. Not only have we increased our investment compared to 2009 but we’re also planning to explore new ways to target consumers and bloggers,” said Group Brand Manager at Arla Foods, Stuart Ibberson.
The 2010 advertising campaign will continue to see us target ‘gourmet foodies’ who enjoy scratch cooking and using quality ingredients but we also hope to recruit new younger consumers too.
We strongly recommend retailers ensure they are fully stocked of the full Lurpak range in anticipation of increased demand.”
Lurpak is the UK’s market leading BSM (Butter, Spreads & Margarine) brand, worth £224m in annual sales, enjoying a household penetration of over 40%.