Agency: Saatchi & Saatchi
Saatchi & Saatchi London has launched its first campaign for Lurpak since landing the global account for the premium butter and blends brand earlier this year. The account covers all markets across the world except the UK.
The campaign, which is initially being rolled out across the Middle East and Europe, broke with a 30 second TV ad, followed up by a 60 second TV ad.
The TV spots are part of a documentary film made by Saatchi & Saatchi, featuring Pam Nelson, co-owner of the New York bakery ‘Butter Lane’, telling the story of how Lurpak butter helps the cupcakes she makes “the best on the planet”.
Shot inside the bakery in the east Village, Pam Nelson talks about how she quit Wall Street to make cupcakes and enticingly shows and describes quality ingredients being put together to create a little piece of heaven, exemplifying the quality of the Lurpak brand.
It is the first in a series of films that will be created from around the world focusing on people who are passionate about the food they create (where butter is an essential ingredient in their famed product) and have an interesting story to tell.
Saatchi & Saatchi London has been working closely with the Saatchi & Saatchi network for local implementation across the world.
The TVC is part of a fully integrated campaign spanning across TV, Print and Digital.
“This is the first time that we have ever launched a truly global campaign, so it is a fantastic moment for us,” said Vice President, Arla Foods, Kim Christensen.
“We are extremely excited about connecting people all over the world who share our passion for food and for a quality of life that comes from enjoying great food. This new campaign is also the first piece of work that we have produced with Saatchi & Saatchi, so really does mark the start of a new era for the brand.”