Weave your magic: How Lurpak found its global voice
Jennifer Lewis and Peter Fenton-O'Creevy Widen + Kennedy and Voodoo
Summary
Weave Your Magic; How Lurpak found its global voice
This paper describes how a seemingly subtle but actually highly important shift in the development and use of positioning stimulus generated, for the first time, a global brand positioning for Lurpak based on a truly universal food truth.
The positioning and tone guidelines generated by the research were adopted by the client and became the platform for the creative brief. The work can be clearly seen to be directly rooted...