Agency: Wieden + Kennedy
Lurpak is launching the next phase of its ‘Joy of Creation’ campaign. The new 30-second TVC ‘Cake’ was created by Wieden + Kennedy London and continues to explore the pride and sense of achievement one gets from cooking from scratch.
In January 2010, the ‘Joy of Creation’ campaign launched with the TV spot ‘Pie’ which featured a man demonstrating the rich rewards of home cooking.
‘Cake’ continues the theme: the film features a lady baking a cake in her kitchen at home, getting sticky and messy along the way – thoroughly enjoying the experience of creating something delicious using fresh, simple ingredients.
The resulting wonky cake that she has baked is in keeping with Lurpak’s brand proposition: take pride in home-cooking no matter what the result. The film finishes with the line ‘Glorious cake, who cares if it’s cock-eyed. You don’t measure taste with a spirit level’.
The next phase of the Lurpak marketing campaign also includes VOD and a further mouthwatering outdoor advertising campaign which features strap lines such as ‘Crispy Bits, worth the washing up’ and ‘Triumph never came out of microwave’.
“With our fun and empathetic advertising campaign we are continuing to target ‘gourmet foodies’ who enjoy everything about cooking from start to finish,” said Brand Manager for Lurpak, Charlotte Buswell.
“The new creative will ensure that Lurpak is top of mind for these consumers when it comes to creating great tasting food and so we recommend retailers stock up with Lurpak to take advantage of this awareness driving activity.”
Lurpak is the UK’s market leading BSM (Butter, Spreads & Margarine) brand, worth £223m in annual sales, enjoying a household penetration of over 36%.