Lurpak embarks on ‘kitchen odyssey’ for 2011

by alkingretail.com - 11/01/2011

"Lurpak, the UK’s No. 1 BSM (Butter, Spreads & Margarine) brand from Arla Foods, is launching a new marketing campaign for 2011 in cinemas on the 7th of January."

A new advert is the next phase in Lurpak’s ‘Good Food Deserves’ campaign, designed to drive sales for retailers, and continues to reinforce the brand’s position as the natural choice to enhance good food.

The campaign has been devised specifically to encourage consumers to re-evaluate their food decisions at times of weakness and inspire them to make better ones. The advert will also run on TV from 17th January, together with a 30 second version and a series of 10 second ‘moments’ from the film.

Thryth Jarvis, Senior Brand Manager at Arla Foods, commented: “The campaign breaks with the 60 second film ‘Kitchen Odyssey’, appearing in cinemas on 7th January. The film dramatises a man making a very simple post-work dinner decision; should he reach for the ready meal or whip up something himself?

“A simple moment – an omelette cooked in Lurpak thrown together in an ordinary kitchen – becomes an epic one by applying the spirit of adventure to it. Although Lurpak is performing strongly, we are continuing to make sure we support the brand with strong marketing campaigns that will drive sales for retailers.”

The advert highlights the idea that even a simple mid-week cooking task can be extraordinary, something to luxuriate in and be relished. Rutger Hauer’s distinctive voiceover has been re-introduced to the campaign and by communicating that good food doesn’t have to be complicated and that it’s the ingredients that matter, the film has been designed to inspire consumers to make the most of every food occasion.

The campaign will also include outdoor elements, including a print campaign which breaks on 14th February. The media has been bought tactically – rail and roadside, and at underground station platforms, to resonate with consumers as they are about to make food decisions and inspire them to make the right choices.

Bus T-sides have been bought which will run executions that champion consumers who have made the right food choices already. Sampling activity will also roll out from February. In line with the rest of the campaign by helping people make good food decisions, bags of ingredients for an easy, quick but great dinner, will be given out at eight key train stations in London, together with an inspiration booklet of recipes and ideas.

Lurpak is the UK’s market leading BSM brand, worth £234m in annual sales.

More Details: http://www.talkingretail.com/products/product-news/lurpak-embarks-on-kitchen-odyssey-for-2011