Agency: BMP DDB | Authors: Vicki Holgate and Andrew Deykin |
Lurpak: Changing the Nation's Taste
SUMMARY
In the world of FMCG markets the status quo is rarely disturbed, let alone radically changed. This paper demonstrates how advertising succeeded against the odds in growing a regionally based brand, Lurpak, to No. 1 in the UK in just three years. Lurpak's value almost doubled over this short period, resulting in the dethroning of the brand leader of almost 40 years' standing. This was all the more remarkable in a declining market, butter, characterised by decades of static shares and little...