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Lurpak® launches 'good food deserves' new advertising

LURPAK®, the market leading butter and spreadable brand, has revealed details of its new £6m advertising campaign to reinforce its position as the natural choice to enhance good food. The advertising campaign is part of an overall annual £13m marketing spend. Three TV executions ('Potato', 'Bread' & 'Mushroom') started to appear on national and satellite television screens at the end of March and run until the beginning of May. Double page press advertising will appear in consumer food titles and national supplements including The Times Magazine, Stella, Olive and Delicious from April to early July. Meanwhile, outdoor 48 sheet billboard posters and London Underground advertising have been seen throughout April. As part of the wider marketing plans LURPAK has also launched a category-leading website www.insearchofgoodfood.co.uk. The site provides a touch-point of information and inspiration, featuring favourite 'signature dish' recipes from consumers, debate forums and on line polls offering the opportunity to vote on topical food subjects. LURPAK is also conducting a targeted door-drop coupon campaign sent to over 4 million households to support various in-store activities, sampling events and point of sale incentives, such as 'Good Food Deserves Lurpak' labels on potatoes and mushrooms. Stuart Ibberson, Senior Brand Manager for LURPAK, says: "We're really excited about this new campaign and are confident that it will establish the link in consumers' minds between LURPAK and good quality food. The new creative will stand out in the category by virtue of its distinctive style and by communicating that good food doesn't have to be complicated - it's the ingredients that matter. LURPAK is made with pure, natural ingredients to give a subtle taste that brings out the flavour of food." The campaign has been developed by LURPAK's advertising agency Wieden & Kennedy, whose other clients include Honda, Nike and The Guardian. The campaign, which consists of three TV executions, three poster executions and three press executions, depict simple fresh ingredients that inspire people to think about how and what they eat, whether heavenly mashed potato or a quick fish dish. With the slogan "Good Food Deserves LURPAK," consumers are encouraged to enjoy mealtimes by using good quality ingredients. Lurpak Tel: 0845 762 6434