Lurpak – How to win friends and influence people
Planned by: Matt BoffeyAgency: Wieden+Kennedy, London
SUMMARY
Why do brands expect to attract consumers when they're self-obsessed? It is not a particularly appealing characteristic. This paper explains how, in developing a new campaign for Lurpak, we made a conscious decision that this brand should talk about the virtues of things other than itself, and share with people a provocative point of view on food that would educate, excite and inspire.
INTRODUCTION – THIS BRAND SHOULD TALK ABOUT THE VIRTUES OF THINGS OTHER THAN ITSELF
This paper is about...